FREEDM
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.
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.
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
We ran a contest to choose 5 different FREEDM artists whose work we reproduced as outdoor billboards in Brooklyn and San Francisco.