Art Director - Lucas Pelle Figliuzzi
Copywriter - Silas Le Blanc
THE IDEA
Tagline: "For Sticky Situations."
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.
KEY INSIGHT
People fear being judged for small, accidental details that feel revealing in high-stakes moments.
THE EXECUTION
A trio of bold fashion-led ads featuring a confident, punk-styled young woman. Each visual initially draws attention to the outfit before landing where it matters most: the boots. Set against a construction-inspired backdrop, the environment nods to the 1460’s industrial roots while contrasting with modern styling. The result blends heritage and contemporary culture, positioning the 1460 as a timeless symbol of individuality for a new generation.
