Dr Martens Advertising Campaign

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DR. MARTENS SHOE CAMPAIGN

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


THE BRAND The boot had first been created in England in 1901, as a modest but yet sturdy and durable work-wear. The brand Dr. Martens, though, was born during in 1960, when the air-cushioned sole and the characteristic black and yellow heel loop were added. It was initially a boot bought by the British workers, but it quickly started to be used by Skinheads and alternative music lovers, as a symbol of working class pride and rebellious attitude, and later on by punks and the more general British youth culture.

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


THEÂ VISUALS

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THE PILLARS

CREATIVITY

MUSIC

SELF-EXPRESSION

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING

FASHION


THE TARGET AUDIENCE

PEOPLE AGED 16-50 SENSE OF SELF EXPRESSION OWN INDIVIDUAL STYLE SHARE A UNITED SPIRIT

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


OLD CAMPAIGNS

#FIRSTANDFOREVER

#STANDFORSOMETHING REINFORCE THE HISTORY AND ETHOS OF DMS

BOND BETWEEN THE BRAND AND THE CONSUMER. EVERYONE REMEMBERS ITS FIRST PAIR OF DMS, CREATE ONLINE COMMUNITY

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING

#DMSLITE PROMOTE A NEW RANGE OF DMS


THEÂ ARCHETYPE MUSIC LOVER BRITISH REBELLIOUS HARD-WORKER DIFFERENT ALTERNATIVE WITH A STRONG STYLE

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


THEÂ BIG IDEA

BE A ROCKSTAR

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


THE STRATEGY

STARTING FROM THE BRAND'S STRONG CONNECTION WITH MUSIC, USE UNCONVENTIONAL MODELS TO SHOW HOW EVERYONE CAN BE A ROCKSTAR IN ITS OWN WAY

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


PROPOSAL #1

SINGING IN THE SHOWER

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


PROPOSAL #2

ROCK-KID

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


PROPOSAL #3

ROCK-DOG

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


IMAGE CONCEPTS

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


REFERENCES

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


MOOD BOARD

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


SHOT PROPOSAL MALASAÑA

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


PRODUCTION PLAN The image will be shot outside, in the Malasaña neighbourhood, using a street-style background with graffiti, that portrays Dr. Martens identity. The model will stand in a proud pose while wearing a mohawk and a collar with studs. During the post-production, the copy "Don't touch my mohawk" and the hashtag of the campaign - #bearockstar - will be added.

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


THEÂ TALENT

A 3 YEARS OLD YORKSHIRE DOG WITH LONG HAIR THAT CAN BE STYLED INTO A MOHAWK.

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


HAIR AND STYLING

THE HAIR WILL BE STYLED INTO A MOHAWK WHEREAS THE STYLING WILL BEÂ PUNK INSPIRED THROUGH THE USE OF A COLLAR WITH STUDS.

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


LIGHTING SCHEME

NATURAL LIGHT ON A SUNNY DAY IN THE SHADOW TO MAKE ALL THE COLOURS POP OUT BUT YET BE ABLE TO CONTROL THE EXPOSURE.

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


LENS CHOICE & ANGLE

A WIDE ANGLE LENS - 16MM - WILL BE USED TO ENHANCE THE FUN OF THE PHOTO. MOREOVER, THE MODEL WILL BE SHOT FROM A LOWER ANGLE TO GIVE THE FEEL OF HIS SUPERIORITY.

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


FINAL ARTWORK

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


THANK YOU!

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING


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