THE PROBLEM

Ten years of the Jadon Boot deserved more than a product launch. Dr. Martens needed a way to celebrate the milestone that honoured the boot's deep connection to music and subculture.
 

THE THINKING

I led strategy and creative direction for a month-long live music series at the Dr. Martens store in collaboration with The Gaso — a local music institution. Each week, emerging artists transformed the space into a fusion of fashion, music and culture.
 

THE IMPACT

Four weeks of cultural programming that embedded the brand inside a living music community — making the Jadon's anniversary feel like a scene, not a campaign.