Tough As You
Style Frames, IllustrationPROGRAM
︎︎︎Photoshop
︎︎︎Procreate
BRIEF
Design style frames conceptualizing an ident for Dr. Marten’s.
CONCEPT
Inspired by Dr. Martens’ Tough As You campaign, this sequence is about fighting for your freedom, in line with the brand’s values on individuality, standing up and “kicking back”. The narrative focuses on the act of breaking out, both literally and figuratively, out of the mouth of a monster.
Design style frames conceptualizing an ident for Dr. Marten’s.
CONCEPT
Inspired by Dr. Martens’ Tough As You campaign, this sequence is about fighting for your freedom, in line with the brand’s values on individuality, standing up and “kicking back”. The narrative focuses on the act of breaking out, both literally and figuratively, out of the mouth of a monster.
ROLE
︎︎︎Individual project; Concept, Story, Character Design, Storyboard, Illustration
︎︎︎Individual project; Concept, Story, Character Design, Storyboard, Illustration
MOODBOARD
IDEATION
Inspired by the brand’s attitude, I wanted to do something energetic and powerful. I explored a broad range of scenarios from realistic to fantastical. I depicted acts of standing up for yourself or for others. They can take place in public transportation, in school, and even in the belly of a monster.
CHARACTER DESIGN
I referred to grunge-inspired fashion to tie it back to the history of Dr. Martens and added a magical girl twist to the design.
STORYBOARD SKETCHES
PROCESS
