We relaunched the iconic British brand in the U.S. by taking an approach that, like the brand itself, didn't follow convention.

The relaunch centered around a series of six documentary films, called Veer, that told the stories of six different people who in some way defied convention. We showed the film series online, in select theaters, and in pop-up viewings that we projected on the sides of city buildings (we dropped film canisters in these pop-up locations to announce the viewings). We also created movie posters, and a multi-page magazine insert that ran in pubs like Rolling Stone and Vanity Fair to create interest about the films.

The films featured a range of people, from a street artist and bridge inspector to a roadie and a fast-driving motorcycle courier. In addition to successfully re-establishing Dr. Martens in the U.S., the relaunch earned untold media impressions and one of the films was even awarded at Slam Dance, SXSW, and the Milan Film Festival.