FREEDM

Dr. Martens

In 2006/2007, the Dr. Martens brand was in a period of reinvigoration and rebirth, aligning around the brand idea of “liberating creativity”. The strategy was to bring this brand idea to life by creating a cultural movement called FREEDM. The FREEDM Movement was centred around an online community, as well as real‐world events where emerging artists could showcase their own creativity with the possibility of being discovered – and where people could personally experience the Dr. Martens brand.

FREEDM Recruitment

We commissioned then up-and-coming FREEDM artist Abel Macias to illustrate a recruitment booklet to inspire other artists and creatives to join the FREEDM movement. We distributed the recruitment piece in stores and events in London, New York, and San Francisco.

Booklet spread asking “What is FREEDM?” beside an Abel Macias drawing of birds flying under the FREEDM name.

Booklet spread on FREEDM’s virtual house in London, with a sketch-framed photo of a London terrace.

Booklet spread on FREEDM’s wins, from unsigned bands to billboards, over a drawing of a guitarist.

Abel Macias illustration of a man in Dr. Martens boots sitting before London terraces, captioned “London”.

Abel Macias illustration of a man shouting the word “Brooklyn” past city buildings, for the FREEDM booklet.

Abel Macias illustration of a figure striding past the Golden Gate Bridge, captioned “San Francisco”, for FREEDM.

Abel Macias illustration of a freckled woman in a beanie calling out the word “Berlin”, for the FREEDM booklet.

Abel Macias illustration of a girl in a “Tokyo” hoodie watching cartoon ghosts, for the FREEDM booklet.

Booklet spread inviting artists to log on to FREEDM2.com and share their work, beside a drawn portrait.

Booklet back page introducing Brooklyn artist Abel Macias, who created every piece of art in it.

We also commissioned Abel to paint a FREEDM mural in the flagship Dr. Martens store in Covent Garden, and hosted an event with bands and DJs to unveil the mural and give people the opportunity to interact with Abel, the brand, and the shoes all at the same time.

FREEDM Zine

We published a zine featuring the work of four different FREEDM artists and distributed it in New York, San Francisco, and London.

FREEDM zine spread profiling artist Dino Alberto, “An Idle Robot”, with one of his small character drawings.

FREEDM zine spread of Dino Alberto’s small, wide-eyed characters, some bandaged and bleeding.

FREEDM zine spread profiling artist Justine Ashbee, “Reading Between the Lines”, with her flowing line drawings.

Justine Ashbee’s black-ink drawing of dense, flowing contour lines, featured in the FREEDM zine.

FREEDM zine spread, “This is the Future”, with news on Noise Pop, gallery shows and FREEDM projects.

FREEDM zine editorial spread headed “New Culture Revolution”, explaining the movement’s aims.

FREEDM zine spread, “The Boys from the Black Stuff”, on unsigned band Friday’s Ghost playing New York.

FREEDM zine spread on the band Friday’s Ghost, led by a red-toned photo of a singer at a microphone.

Noise Pop

We partnered with acclaimed San Francisco music festival Noise Pop to create a FREEDM opening event. We showcased the work of 22 FREEDM artists at the event, which included a number of indie bands, work and invitation by Shepard Fairy, and a partnership with Dave Egger’s foundation 826 Valencia.

FREEDM Artist films

We created a series of online films profiling a number of FREEDM artists from the UK and US.

FREEDM Billboards