Dr. Martens TikTok

Alongside the main campaign, I led the creative for a series of DM’s TikToks. Collaborating with their social team and shooting on iPhone, we embraced imperfection and humour—rare for DM’s—using non-influencers and trending themes.

Here are some of my favorites (and the audience’s too—views don’t lie!)

My DM’s Confession

A tongue in cheek format where the idea is to work with real DM's wearers including hardcore DM fans from different generations, and get them to 'confess' what they have done in their DM's!

How Docs are made

A “How Docs are made” series featuring real DM's makers Sarah and Gemma (girl power!), they walk through the making process from their POV. Using a duet format as it's native to TikTok, sprinkling a little ASMR too.

Low-fi and shot on an iphone, I created these with a skeleton team of only myself & a phone DOP with a tight filming schedule in the DM’s factory.

Creative Mickey Chan & Kita Whitmore
Filmming Alice Backham

2022 / ACNE