I was briefed to create a campaign that would convey the eternal appeal of Dr. Martens, for summer 2024 and beyond. A limited budget only allowed for non-rec model usage across both stills and video assets. I utilised the confines to create an impactful suite of stills that hinged on an infinity visual—using an old-school TV set—to connote the never-ending appeal of DM’s summer collection. A satisfying pan-in shot enabled the infinity visual to translate effectively across the organic social video too. A combination of macro footwear footage and nostalgic phone-shot seasonal moments (from crashing waves to festival crowds) placed DM’s collection firmly in the audience’s summer subconscious.