Doc Martens Holiday

Briefed with a challenge - to develop a bolder take on the holiday season for Dr. Martens that felt grounded in subculture, while feeling modern.

Like many subcultures, 'Club Kids' were formed in response to hardship faced in the 1980s – The culture was steeped in hedonism, queerness and creative expression. From subcultural beginnings to heavily influencing mainstream fashion and pop culture - this movement was celebrated for it's creative ingenuity and fearlessness to stand out.

The Look

As well as Club Kids embodying the ethos of the 80-90s, their hedonistic spirit of deconstruction seemed like a perfect match for Doc Martens’ party season campaign, with space for education pieces across social touch-points around the history of Club Kids, how it’s adopted today and chosen family during the holidays.

Building the story of hedonism with raucous mood imagery experimenting with prismatic lenses over close-up details. Giving a hazy, kaleidoscopic glimpse into the scene

Featuring East London nightlife photographer Roxy Lee to build on the wild, yet analogue approach.

 Production Eleven Miles