Re-defining the Tough As You art direction and design elements to become more contemporary and authentic with a social-first approach. 
Through a process of reduction and by shifting from a tactile aesthetic into an emergent and digital approach, the art direction explored how type, colour and graphics would bring a more attainable and fresh look while maintaining the unique Dr. Martens' visual core.

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Developed @We Are Social London

TVC, OOH, POS, Digital & Social