IDEA – Tough As You

This was the very first local campaign for Dr. Martens.

DM is famously rebellious and bold where they use extreme/controversial ways of showing its brand identity. So how to honor the brand’s decades-long brand image while finding a unique voice in China?

We captured the essence of DM’s global 60th-anniversary campaign “Tough As You” and turned it into highlighting the importance of staying strong for what a love.

We shot 5 individual videos, each with a core artist representing one of its alternative target audience groups, diving deep into 4 niche culture segments.