Dr. Martens
Made Strong 2024
New York, New York
Made Strong New York marked the launch of Dr. Martens’ first new global brand platform in four years. The two-day activation celebrated modern expressions of strength through New York City’s underground music and art communities and ultimately became the creative blueprint for subsequent activations in Los Angeles, London, and Tokyo.
I supported the project across global communications and international agency collaboration, helping align teams across markets while leading influencer and KOL coordination to ensure strong cultural and media attendance.
As part of the experience, a New York–based artist was commissioned to create an original artwork interpreting the campaign’s themes through a local lens. The piece was collaged along the exterior tunnel walls and brought to life inside the space through immersive projection mapping.
The activation also served as the global launch moment for Dr. Martens’ latest product innovation, a future-facing collection titled 14XX. The line was unveiled in a dedicated installation space designed to give media and VIP guests an exclusive, immersive first look.
Each evening featured a curated lineup of New York–centric performers and DJs who embodied the spirit of Made Strong, reinforcing the brand’s deep ties to subculture and creative self-expression.
Across two days, the event welcomed 1,255 guests, including 280 media, VIPs, and influencers. It drew attendance from top fashion, culture, and lifestyle editors and generated over 70 million impressions across press and social channels.