Dr. Martens Presents
Dr. Martens Presents is DM’s event series that platforms grassroots and indie music, film, and creative culture through live experiences, often hosted in retail stores or local venues. It’s an opportunity for the brand to support artists directly and connect them with the community.
There’s almost always some Dr. Martens Presents activation happening throughout the year, and I’ve been fortunate to work on many of them during my time at Dr. Martens. It’s been one of my favorite parts of the role, giving me the chance to collaborate closely with the musicians and creatives behind each event and help shape the visual direction.
2022 Concert Series
The months of September ’22 to February ’23 are a blur to me. I was basically surviving off caffeine and adrenaline. My entire workload for those six months was dedicated to that year’s Dr. Martens Presents concert series. Dr. Martens hosted 11 concerts with 23 performers and over 23,000 attendees. I was the single designer assigned to all creative for the entire series.
Both a marathon and a sprint, this period reminded me a lot of working in an agency. Fast paced, tight deadlines, huge deliverables, and an overwhelming sense of camaraderie and teamwork with the people I worked alongside to bring it all together.
I developed the visual language for the series and executed all creative assets, including email, MMS, paid ads, organic social, video, website takeovers, and more. A very rewarding, very exhausting project.
2024 GUTS World Tour Bus Experience
Olivia Rodrigo is lovingly referred to as "Docs' Darling" by those of us in the Marketing team. She is truly a brand's dream- someone who genuinely loves the product and the brand and is willing to not only wear, but promote the product authentically and organically on some of the biggest stages in the world.
When the second GUTS World Tour was announced, Dr. Martens partnered with Olivia Rodrigo on the road and activated at 17 tour stops with a full Customization Station takeover with limited edition boot charms, laces, and other accessories for their Docs.
Myself and the the rest of the US Creative Team worked very closely with the Brand Marketing Team to bring this exciting opportunity to life. Blending Dr. Martens with Olivia Rodrigo's aesthetics was a very fun challenge and came to life as a beautiful and cohesive suite of visuals across print, digital, and social media.
SXSW 2022
For South by Southwest in Austin, Dr. Martens took over the Container Bar on Rainey Street, hosting a concert series with a highly anticipated lineup of 17 artists and bands. Music is at the core of the brand, so showing up at SXSW felt like a natural extension of that.
Every part of Dr. Martens marketing lit up around the event, from teasers and RSVPs leading up to it, to live updates during, and recap coverage after. Social, web, email, ads, PR placements, print, and environmental all came together to bring it to life, and I played a central role across it all.
I worked closely with digital, copy, retail marketing, PR and seeding, social, and ecomm teams to collaborate and deliver the full suite of creative for the event.
