The project was to complete a set of 3 fashion ads for a single company campaign. Ads were to include photos of models wearing the company's products.
My idea for the Doc Marten campaign was to use their brand's reputation for individuality but to reach the audience most likely to be able to afford Doc Martens. My audience is the person who works and probably spend many days and weeks in the same routine, especially during a pandemic where many people have been socially distancing at home.
The idea was to show people escaping these regular chores and mundane activities through portals which are accessible to them as they wear their Doc Martens.
Models were photographed separately in the desired pose and inserted in to the background shots via adobe photoshop. Multiple shots in various lighting were taken of the background images to create layers of light escaping from the portals and enhanced and edited in photoshop.
Photos were taken with a Nikon DSLR.
Type was added in Adobe InDesign.
I believe the project was a success! I think that it captures the style of Doc Martens and follows their brand story. Doc Martens were originally for the everyday man and have developed a reputation of individuality and rebellion and I feel that this campaign represents that. I feel that the style allows for the fantasy aspect of the portals without feeling cheesy.