Dr. Martens

Role: Art Direction, Cultural Strategy, Consulting 
What: In-store & Social Campaign 
Where: Dr. Martens North American stores
To launch the Dr. Martens Winter 2022 collection, we focused on chosen families—a term coined by the LGBTQIA+ community to refer to the people you invest time, love, and energy into out of necessity. To bring our chosen family message to the masses, we launched the campaign “The Gift of Community,” starring Brooklyn-based collective Papi Juice.





Modeled by Papi Juice founding members Adam, Mohammed, Oscar, and friends, we captured vibrant campaign imagery that tells the story of coming together to celebrate as you are. A toolkit of images were used across North American Dr. Marten stores, OOH and across social channels.

In support for LGBTQIA+ communities in need during the holidays Dr. Martens invited their followers to donate to the Trevor Project with proceeds matched up to $50k. 

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