Dr. Martens asked Happylucky to tell the stories behind their 2022-2023 “Dr. Marten’s Presents” live shows. This was no small task: the six-month project spanned 5 cities, 6 shows, and 25 bands. All of this had to be captured in 6 two-minute cutdowns that would ultimately live on Youtube and drmartens.com.
My role as Art Director was to create the visual identity of the series, pitch it to the client, and then make sure that those visual guidelines were followed by each shoot crew in their respective city. I wanted our final photos and videos to display the grittiness and community that Dr. Martens shoes symbolize, and it took months of refining, communication, and vigilance to achieve this. I also took the lead on interviewing and selecting the various directors, photographers, and DPs we worked with and then briefing them in to the project.
I feel so lucky to have worked with so many incredible creatives on this project and tell so many diverse stories. And of course, I learned a hell of a lot along the way.
Final recap video:
Client: Dr. Martens
Agency: Happylucky
Role: Art Director
Individual cutdowns of each show:
Some of my favorite photo selects:
Happylucky Team:
Creative Lead: Beth Zimmerman
Senior Producer: Tamara Deike
Art Director: Benj Zeller
Production Coordinator: Anabelle Cole
Video Director/Editor: Drew Rosas
Copywriter: Aaron Keene
Account Manager: Michael Torre
Project Manager: Kristen Eager
Project Manager: Nik Burian
Los Angeles - Silverlake:
Director: Dillon Howl
Photographer: Pooneh Ghana
Cinematographer: Drew Rosas
Audio Tech: Joe Costner
Editor: Matthew Delbaggio
Performer: Dorris Anahi
Performer: Reyna Tropical
Chicago:
Director: Alexa Viscious
Photographer: Matt Lief Anderson
Cinematographer: Lance Robbins
DP Manager: Drew Dunavan
Audio Tech: Antoine Kattar
Editor: Matthew Delbaggio
Production Assistant: Ernaisja Curry
Performer: The Regrettes
Performer: Child Seat
Performer: Finom
Performer: Deeper
Performer: Lifeguard
New York City - Brooklyn:
Director: Christian Cody
Photographer: Kai Tsehay
Cinematographer: Gene Bradley
DP Manager: Drew Dunavan
Audio Tech: Roy Marasigan
Additional Video: Nia Adams
Editor: Matthew Delbaggio
Performer: Big Freedia
Performer: Freakquencee
Performer: Sorry Mom
Performer: Control Top
Austin:
Director: Barbara FG
Photographer: Magen Buse
Cinematographer: Drew Dunavan
Audio Tech: Travis Kennedy
Additional Video: Laurel Coyle
Editor: Matthew Delbaggio
Performer: The Linda Lindas
Performer: The Ghost Wolves
Performer: Momma
Performer: Blushing
Los Angeles - West Hollywood:
Director: Christiana Xing
Photographer: Megan Cullen
Cinematographer: Ricky Chavez
DP Manager: Drew Dunavan
Audio Tech: Joe Costner
Additional Video: Ryan Kao
Editor: Matthew Delbaggio
Performer: Mannequin Pussy
Performer: Automatic
Performer: Margaritas Podridas
Performer: Shamir
Performer: Hana Vu
Performer: Control Top
New York City - Manhattan:
Director: Cliff Powell
Photographer: Skylaar
Cinematographer: Gene Bradley
DP Manager: Drew Dunavan
Audio Tech: Tarcisio Longobardi
Camera Operator: Jake Sam
Additional Video: Nia Adams
Editor: Matthew Delbaggio
Performer: Binki
Performer: NNAMDI
Performer: They Hate Change
Performer: Paw Paw Rod