Dr Martens photoshoot concept boards

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The inpspirational brand Dr. Marten, has always strived to target the expressive and creative individual. Over the years the brand has undergone a shift in style, becoming a huge fashion staple for a wide range of people however they have and always will continue to campaign with a deeper message and meaning! Past campaigns have been designed to engage and inspire people to come together, to feel accepted in their difference and embrace it. Dr. Marten, also known as ‘Docs’ are a strong brand with powerful views.They have bulit themselves a platform via their social media channels for their campaigning hashtags to go viral which encourages consumers to ‘showcase’ and shout about their purchases meaning they will interact with the brand themselves, ultimately spreading their ethos through the power of social interaction. In keeping with the brands essence the narrative for this photoshoot is to be set around the idea of a celebration, an artistic series showcasing the talent in which Dr Marten houses. There is beauty in the used, loved and different and Dr. Marten targets that specifically within their visual campaigns by using people of all ages, races and ethnic backgrounds. Nobody is excluded from using their brand and rocking their doc’s as they wish, theres no rules. Spray, draw or grafiti them, the possibilties are endless. Dr Marten is known to be an rebellious brand archetype and therefore the current creative director Damien Wilson with his team are present at every step, designing, developing and rolling out exciting new products, to make the next step the right one for both Dr. Martens and their customers. Having a similar vibe within the final images is key and will be produced by creating a natural happy atmosphere whilst on set. A friendly approch will be used to those involved. Overall this will demonstrate an artistic celebratoin of talented individuals.

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#CAPTURETHEMOMENT

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The chosen styling will focus primarily on Street and skate punk, where the fashion is comfortable but oftern has a DIY feel to them. Modern street punks tend to sport leather jackets with patches and enjoy adding a sense of individuality to them. They will oftern customise garments themselves with spikes, badges and belts. The styling will demonstrate a true heritge in a celebratory way.

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styLing

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Taking inspiration from the designer and her brand largely responsible for bringing modern punk and new wave fashions into the mainstream, Vivienne Westwood, the clothing choices have a modern feel with a true punk attitude. The outfits will stick to the roots of punk fashion by styling up check trousers with short sleeved shirts and band tee’s, layered up with denim and leather jackets. Accessorised with chain’s and studded belts. The outfits are going to compliment the shoe choices as to not take away the focus from the Doc’s themselves. Punk style can take many forms, to name just a few: glam punk, celtic punk and anarcho-punk.

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The clothing choices will help to reflect the artistic narrative through the use of a darker colour palette enhancing the white Dr marten product tee’s being used within the shoot, this will be enhanced by the brightly colour location situated behind the models.

Kim, the male model has the skinhead aethestic wanted for this shoot already and therefore needs very little in the way of hair and make up, however Bethany, the female model has long fairly straight hair, so the hair stylist is going to create a hair style that has an effortless messy texture so she appears to have the ‘care free’ appearence when shooting.

She will also have minimal foundation to allow for the smokey eye make up to add drama to her face which is all in keeping with the punk essence the shoot is intending to convey.

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Kim wont be wearing make up other than a bit of matte powder to avoid any light blemishes within the final shots.

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Framing of shots within the location will be key to getting the image to be defined. The images will appear powerful through the angle and frame work. It will support the narrative by homing in on what is key. It is a celebratory storyline, and reflects that life can be fun and not always so serious. The location will be bright, inviting and interesting to look at. Local talented grafiti artists have decorated all the walls/floors within the building chosen. This gives the location a point of interest that allows the narrative to build upon.

Once the shoot is produced, post production will need to take place. All images will be edited so that the lighting and colours truly pop and styled so that the shoot is a cohesive series. They are going to be produced in an A3 size poster format that will fold down to a small hand held sized leaflet. This is being produced with consumers in mind, it is handy for customers to keep.

The post will have six images displayed on one side and a blown up a3 size image covering the back. This image will be the one branded with the logo and shoot hashtag.

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Fashion photographer Tim Walker has devised the ‘wonderful things’ exbition. The gallery houses some incredible work that shows angles and frame work in such interesting ways. This is something that the shoot will take influence from and inspire the shoots shot combination. They give the images depth and force the veiwers eye in different directions, the final shots in this campaign should do the same.

atmosphere

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CASTING

The chosen models for the shoot are a male and female, this decision is to show that the brand doesnt specifically target one type of gender.

They act as an encouragement to anyone and everyone to wear and purchase their products.

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The male model has a skinhead style and prides himself as a modern day punk, An aethestic that Dr Marten has grown with and portrays within many of their previous campaigns.

Kim is the soul base of what Dr. Marten was when it was founded/created and what it stemed from where as Beth is not the predictable classic aethestic at first glance, however Bethany is the perfect example of where Dr Martens intends to take the brand in the future.

This makes the two model choices, a great way to combine Dr Martens past, present and future target consumer’s. This allows anyone to buy into doc’s unapologeticly developing narrative of proud inclusivity. As their archetype is always changing, doc isn’t exclusively cemented to just one style, it is unresticted and limitless. The brand dennotes a sense of freedom which fits with the idea that consumers do not have to conform to the worlds views and rules.They encourage every person to stand out and be proud of who and what they are.

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Both models are under the age of 25, this shows that the brand is still aiming primiarly at the younger generation however they never limit themselves to this age bracket. The young age range of the models allows for the sense of fun within the shots which hopefully will convey within all the images. They are natural in the way they carry themselves and their modelling abilities.

The story behind the shoot is this idea that life doesnt have to be taken so seriously all the time and that having fun, being creative and have a wide imagination where anything can be possible is encouraged, more importantly celebrated.

Therefore the mixing up of stances and changing of facial expressions from serious to an almost accidental smile will aid this storyline.

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