Dr. Martens: Worn Different NYC

Dr. Martens approached Kamp to help strengthen their brand image in New York City, home to some of their most loyal and influential consumers. The goal was to connect with consumers from each of the five boroughs in a new and meaningful way, bringing them together to collaborate, express their collective creativity and celebrate their city.

To accomplish this, we reached out to eight artists from NYC and asked them to create pieces that shared their vision of the city through the lens of their relationship with the Dr. Martens brand. The creatives we partnered with specialized in a range of disciplines spanning from illustration and sculpture, to photography and printmaking, allowing us to provide a diverse perspective on New York’s eclectic creative scene.

We photographed the artists in their homes, studios and practice spaces, and shared it on social media introducing each artist and teasing their work throughout their process.  

In addition, we booked four local music acts to provide a sonic background with genres ranging from Rock and Roll, to RnB and Hip Hop.

On December 1, 2017, their efforts culminated in Worn Different NYC - a clash of arts and music at a brand new venue in Bushwick, Brooklyn, called Elsewhere. The RSVP list filled up in less than a day, and Docs fans from all over the city showed up to soak in the art, have a few drinks, and celebrate the city in a fashion that only Docs could provide.

Aaron Fowler’s assemblage and sculpture, Braulio Amado’s graphic design chops, Kyle Garner’s tie-dye vision, and Jess Lehrman’s documentarian photography both complimented and contrasted the illustrative work of Tamara Santibanez and Shawna X, and the custom leather jackets by Christian Benner - while Kayrock Screenprinting held down our custom t-shirt and tote bag station for the night.

Nasty Nigel held down the 1’s and 2’s, Jimi Tents brought the hip hop bounce, Tei Shi performed an electrifying set of her unique brand of eclectic RnB, and Beach Fossils tore down the house and sparked a mosh pit front and center for most of the set.

Brand Strategy
Social Strategy
Communications Strategy

Creative Direction
Art Direction
Graphic Design