Never Normal

The Brief: to create an Autumn / Winter campaign that reaches a streetwear-obsessed audience to pose Dr. Martens as a cool alternative to sneakers.

During the pandemic, there was a historic rise in personal gaming, world building + NFTS.

In order to reach a new, younger, fashion-focused audience, it felt like the ideal time to adopt a new digital look and feel for Dr. Martens AW22 seasonal campaigns.

Fusing vibrant ethereal landscapes with wet, dystopian textures and dynamic photography to bring Dr. Martens industrial aesthetic into a fresh, digital streetwear space.

The ‘Never Normal’ cast share an undeniable individuality and a determination to do creative things differently. Artist Ki Pharaoh, advises young creatives to ‘get off the path’ and do things your own way.