The Idea

This conceptual still-image campaign for Dr. Martens conveys the brand’s rebellious spirit and cultural legacy without showing the product directly. Instead, it uses abstract lighting, negative space, and symbolic visual cues—like a yellow beam of light representing the brand’s iconic stitching—to evoke emotion and presence. Set in a gritty urban scene, the image features a silhouetted figure facing the light, symbolizing resilience and hope. The final image, created by merging three separate photos in Photoshop, invites viewers to feel the brand’s essence, emphasizing that true legends, like Dr. Martens, are felt more than seen.