Dr. Martens asked us for a digital first global campaign to drive awareness of their Summer collection, that puts products front, centre and drives wearers new and existing to reassess DM’s as their summer choice.

We created “Offbeat summer” - A campaign that embodies the free-spirited, rebellious self expression of DM wearers. Who have a natural left of centre approach to life, so it was all about confidently owning your style and your summer.  

To capture that free-spirited rebelliousness that lives within all our wearers, we showed a kaleidoscope of DM’s wearers in unexpected scenarios and locations enjoying summer in bizarre and interesting ways, to dial up the offbeat summer theme.

Oh and you can check out how we casually crushed TikTok with My DM’s confessions .