Dr. Martens – X Agyness Deyn SS13
THE CHALLENGE: Agyness Deyn’s second collaboration with the brand for SS13 saw integrated creative agency ODD, challenged to bring to life the collections Asian influences, but with a distinctly Aggy twist.
OUR APPROACH: To retain consistency with the previous season’s campaign, we continued to let Agyness’s ‘break the frame’ of our ads, but transitioned from the bold look of AW12 to a fresher look for the SS Campaign.
OUR SOLUTION: Continuing our relationship with photographer Moni Haworth, we travelled to San Francisco to create a mash up of east meets west, shooting across Chinatown and the city’s bohemian districts.
The campaign creative was also supported by film, which followed Agyness from day to night, exploring the city and travelling through a variety of portals to showcase the collection and add an edge through some weird and wonderful edit trickery from VMA award-winning director, Zac Ella.
THE RESULTS: Results to follow
British fashion icon Agyness Deyn and Dr Martens come together again for the Spring Summer 2013 collection, inspired by the Harajuku Girls of Tokyo.
