Dr Martens- Buzz Collection

What:

To launch their bold new Buzz Collection, Dr. Martens partnered with MYCOMEUP MEDIA to tap into culture, creators, and street-level energy. The campaign centred around a branded Dr. Martens van and a series of on-the-ground vox pops hosted by rising talent Krystal, bringing raw energy and real reactions to the forefront of the drop.

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Challenge:

Dr. Martens wanted to generate real-time excitement and brand heat for the Buzz Collection among fashion-conscious Gen Z audiences. The goal was to show the collection in motion  through authentic reactions, influencer touch points, and cultural moments rather than static ads or studio shoots.

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How:

We cast Krystal, known for her unfiltered humour and natural charisma, to host a series of Vox pops around the Buzz Collection drop. Travelling in a custom-branded Dr. Martens van, she hit key locations including tastemaker hotspots, influencer meet ups, and cultural markets. The content captured authentic street reactions while positioning the Buzz Collection at the centre of conversation.

Results

100,000+ video view.

95+ Comments.

Vox pop series hosted by @krystalwiththekrystals.

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