I have been the lead Content Creator at Dr. Martens for over two years. Ideating, Creating, editing and directing a plethora of content which has amassed millions of views across our various platforms. Alongside this I am also tasked with creating graphics for our instagram stories, highlights, YouTube thumbnails and more. My creative versatility has allowed me to be able to take on any task given to me whether it be photography, videography, graphic design and more.
I was tasked with creating a product showcase of the new Wednesday x Dr. Martens collaboration. Using a set design and the finger snap for a transition into the different products we thought these two aspects of the video would give a nod to the show itself allowing some familiarity with the fans. This ended up being our highest performing video from the entire collaboration campaign. Currently sitting at over 1 Million organic views on tiktok.
Views: 1.1 Million +
Likes: 138,000+
Comments: 1,200+
Shares: 11,500+
Reposts: 38,800+
With the Dr Martens Valentines Day collection we wanted to play into the occasion quite literally, setting up a dinner table and using the products as food. This was a very fun and lighthearted take on a social campaign and it performed extremely well with our audience praising the marketing team for the concept.
Views: 1.6M+
Likes: 286K+
Comments: 2K
Shares/Saves: 20K
I was the lead creative for the Dr. Martens x MADEME collaboration earlier in the year, the concept was a behind the scene style awkward and quirky video which showed the personality of the creative Lola Young throughout the day. Using VHS to emphasise that old school look and feel which aligns with the DIY aesthetic that Dr. Martens usually is known for with their campaigns.
With Dr Martens moving away from the lo-fi content on Instagram I was tasked with coming up with a new look and feel for our product videos. We wanted to keep the videos very clean so that the products didn’t feel overpowered by the backgrounds. This series became one of our most consistently viewed and loved videos on our channels.
I was tasked with directing, capturing and editing a myth busting series I helped bring to Dr. Martens which is a social extension for our Durability campaign which released on YouTube.
We put out a casting call to work with one of our store staff members on this project as a host to answer our comments that we get in regards to how to properly care for our products.
Views 80,000
Likes + Comments: 2,400+
Staff Style
Views: 750,000+
Likes: 37,000+
Comments 250+
As an extension for the DrMartens street style I thought it would be a good idea to showcase our store employee’s style, the dr Martens employees are an integral part to the company and weren’t getting enough of a spotlight so I decided to make this into a series. This has became one of our most popular series over the last two years and has been adopted by the Dr. Martens regions who create similar content with their own store staff around the world.
Lunar New year is a campaign that we do every year releasing a product around the celebration. I was tasked with helping direct, video editing and capturing the content which spotlights interviewing East Asian artists within the music industry.
During the interview process the topic of family was brought up numerous times, we were shown old footage of the talent when they were children as well as old family photographs. I decided I wanted to recreate that handheld almost old school style of videography shaking the camera when showcasing memorabilia around their house to make it seem as if it was just the talent recording things on a regular day around their houses. I feel this stripped back and almost diy style of filming makes it more relatable in comparison to a high production set, it's just the talents in their own home.
Summer Thrifting challenge is a social extension to our summer campaign. I directed, scripted, captured and edited the content for this series which was a timed challenge involving our Dr. Martens store staff being tasked with creating summer outfits around our three iconic products
Views: 563K
Likes: 7K+