Dr Martens Photoshoot

Starting New Traditions.

Even with an 80 year legacy in place, Dr Martens was needing to reimagine how they show up for the 2024 Holiday season. Steering away from their grittier, more party-centric vibes, we created a “New Traditions” direction that reframed what it meant to wear Dr Martens. This simple framework allowed us to steer the brand toward a vision that was festive and premium, but also accessible, with the shoes acting as the heroes.

Using this approach, we created a shoot directive, outlining every shot, wardrobe, sets, and styling. This was the roadmap we used to plan and execute a multi-day shoot. Our shot list was very ambitious, and we built a full team including studio partners, DP, set designer, HMU, stylist and of course talent.

Our team moved efficiently through the shoot, directing and capturing all of the images and videos from the very ambitious shot list. The result was a library of selected and retouched stills and motion assets for Dr Martens to build out their entire holiday campaign.