DR. MARTENS x TKAY MAIDZA
'ENTER STYLE MODE'

[YEAR]

2023

[CLIENT]

Dr. Martens, Platypus

[ROLE]

Art Direction, Motion Design (2D/3D), Graphic Design

[BRIEF]

Drive heat to the Docs brands within Platypus – the first brand to retail Docs in Australia – we need to remember the consumer that we are the home of Docs. And everyone needs a pair in their life.

[OVERVIEW]

Platypus was the first retailer to bring Dr. Martens to Australia, but with wider distribution, that leadership needed to be reclaimed. The campaign set out to reignite cultural heat around the brand and reinforce Platypus as the true home of Docs, reminding a new generation that everyone needs a pair in their life.

Inspired by the technicolour energy of Tkay Maidza’s music videos, we partnered with Tkay Maidza to build a custom 3D-generated Dr. Martens playground. Within this bold digital world, Tkay moved through a series of expressive moments that heroed the style, durability and comfort of the range across motion and stills.

The single 3D environment became a flexible campaign system. By revealing both WIP renders and final artwork, and shifting angles, scale and perspective, we created depth and variation across retail, digital and social. The result was a visually distinctive platform that reasserted Platypus as the definitive destination for Dr. Martens in Australia.