Art Director, Photographer & Copywriter

THE IDEA

Tagline: "Born Tough. Worn Loud."

The campaign reframes the 1460 as more than a durable boot. It is a statement. Built on Dr. Martens’ rugged legacy, the idea celebrates how toughness becomes self-expression when worn boldly.

The headline, “It’s the Dr. Martens for me,” taps into a Gen Z cultural phrase to spotlight what truly completes the look.

THE ASK

Reintroduce the iconic Dr. Martens 1460 boot to Gen Z in a way that feels authentic, culturally relevant, and fashion-forward. The goal was to position the 1460 as a defining symbol of self-expression while honouring the brand’s punk heritage.

THE EXECUTION

A trio of bold, fashion-led ads features a confident, punk-styled young woman whose outfit draws the eye before landing on the boots, set against a construction-inspired backdrop that nods to the 1460’s industrial roots while blending heritage and modern culture to position it as a timeless symbol of individuality for a new generation.