Creating a campaign for Dr.Martens provided a unique opportunity to explore the brand’s history and values, while also exploring its evolution and symbolism. I knew from the start that Dr.Martens provided the chance to be out of the box and disruptive. I made mind maps and consumer playlists based on extensive research and my own knowledge and observations. The smashing visuals embody the brand’s rebellious spirit and its punk influence. This also worked with my concept of nonconformity, smashing the patriarchy, and the British youth rebellion of the punk movement. In the copy, I highlighted making statements, making noise, and creating. “Docs” are physically durable and, as a symbol of individuality and nonconformity, they empower those wearing them to smash expectations.