Photography
Interview
In the wake of their 75th anniversary as a brand, Dr.Martens celebrated some of it’s most classic designs. We were tasked with creating a promotional campaign that illustrated the shoes rich history in connection to it’s cultural relationships. Apart from storytelling through real people, classic silhouettes like the 1461, 2976 & Jadon were also to be included in the campaign in different ways.
Under the tagline ”Icons Wearing Icons” we set out to find iconic Swedish artists connected to Dr.Martens in different ways. We chose Cleo and Gonza-Ra, members of the legendary hiphop collective Random Bastards, as they are known for their unique and norm-breaking approach to music as well as style We conducted an extensive interview with the two artists in which they discussed their creative drive, views on the term ”iconic” and personal memories of Dr.Martens. The heart of the concept centered around the stories we tie to shoes (and clothes) that we wear. With two established creatives, we wanted to convey how these stories can inspire and become new cultural expressions for future creatives.
The campaign centered around the article published to dopest.se, but also produced several promotional photos. Apart from DOPEST and Dr.Marten’s social channels we also had Cleo (@cleomissaoui) and Gonza-Ra (@rarajosef5) post on Instagram, who’s combined audience reached up to around 43 000 users.
Creative Direction
Photos
Dopest
Julia Sixtensson