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Dr.Martens FOR LIFE Web Campaign Yasmin Imam Currently, Dr.Martens has a For Life line that consists of shoes that will last you forever, guaranteed. The concept behind my web campaign is to promote the existing For Life line and make people want to have something in their life that stays forever. These days it is hard to rely on anything to last, whether it be relationships, or shoes. Current Dr.Marten consumers are quite edgy with a quirky style. Some would consider them to be “alternative” because the stray away from normalities in life. Recently Dr.Martens has been trying to take a mainstream approach when it comes to their campaigns. They are trying to reach a larger consumer market by making their ad’s relatable through setting and emotion. The setting that I chose to film my campaign was in East London, on and near Brick Lane. I thought this was a perfect location because it is very trendy amongst today’s youth and it gives off a cool, relaxed vibe. It shows the everyday life of a person through a repetitive sequence of shots taken in various locations. It was shot to look like the person was walking closer to the camera with the background changing. In the campaign I purposely removed the face from any of the frames because I wanted the consumer to be able to put their own face on the body when imagining their life with their Docs.


I began my project by exploring east london, focusing on street style and art.


I TOYED AROUND WITH FINDING DIFFERENT FORMS OF REPITITION THAT WE COME ACCROSS IN EVERYDAY LIFE wHETHER IT BE NATURE, RANDOM OBJECTS IN THE STREET OR EVEN GALLERIES.


i found this metal soda cap on the ground while i was doing research for doc martens. this soda cap inspired me to do a campaign for doc martens that focused on recycling


my campaign idea focused on recyling. tHE DOC MARTENS CAMPAIGN IDEA IS TO TAKE USED DOC MARTENS AND TURN THEM INTO ONE-OFF PIECES. IN A WAY, IT HAS ALMOST BECOME A TREND TO “GO GREEN”, SO THIS WOULD BOOST DR. mARTENS cOMPANY pROFILE


THESE BOTTLE CAPS ARE MEANT TO REPRESENT THE CHANGING OF THE DOC MARTENS


THE RECYCLE CAMPAIGN INSTILLED THE IDEA THAT DOC MARTENS LAST FOREVER. bECAUSE DOC MARTENS ALREADY HAS A “FOR LIFE” LINE, I DECIDED TO CREATE AN ONLINE CAMPAIGN DIRECTED AT THE DOC MARTENS FOR LIFE LINE. I WANTED TO FILM A VIDEO THAT WAS SHOT IN EAST LONDON IN ORDER TO GIVE OFF AN EDGY VIBE THAT IS DOC MARTENS.


WHEN FILMING, I FILMED WITH TWO DIFFERENT DOC MARTENS TO SEE WHICH STOOD OUT MORE. IN THE END, IT WAS THE ZEBRA DOCS.

i shot my models feet walking straight towards the camera in the same position and same distance in numerous locations in east london


The effect was a person, walking towards the camera in a continuous line with the background changing.


The end result was sucessful and portayed how a pair of shoes can instantly become apart of you. not many things last forever, and we sometimes don’t give much thought to the things that do. Doc martens are for life, everytime you put them on, you feel complete, like yourself.


Yasmin Doc Marten Photobook