Dr Martens x Crafted and embellished x Digital

For our summative brief my combination was the trend story: crafted and embellished, the brand: Dr. Martens and the outcome: digital.

My idea process took me through a lot of different outcomes and led me to finalize my favorite one which was creating a 360-degree immersive video as a promotional film and interactive game fro their new embellished 2020 collection. The film would feature famous celebrities and models who would all be filmed dancing in a club: this club being Studio 54.

I wanted the main focus to be surrounding the club as it was iconic for the outfits worn there, and with this being the 70s the clothes were embellished to the high heavens with sequins, fringes, and feathers.

Dr martens hold history close to it and has a huge focus on it within their stores and their overall brand image. I wanted to explore history further within my outcome by traveling back to the 70s and dancing in your dr martens.

The brand states that the shoes are for everyone making the brand very inclusive, I wanted to take this a step further and look at how the shoes could also be worn everywhere. I conducted research and found a lot more people in today's club culture do actually wear their dr martens out, this helped me find my target audience and make them the focus for the final outcome.

Todays generation is also known as Gen Viz, they are very visual so digital was a good outcome to support this. The 360 immersive video is a new way for the brand to promote themselves in a modern way. The viewers can sho the collection by clicking on the shoes that the models are wearing in the video and can be directed to Dr martens website to pay, the models will be wearing their favourite pair from the collection, this also helps selling as once they promote on their Instagram and other social media, fans can buy what they love.

They can also play to compete against the celebrities in a dance contest by playing VR instore or online, as a result they win discounts to spend on the new collection and other products sold by Dr Martens.