TOUGH AS YOU
2021 Dr.Martens Campaign
With Frankenstein Magazine, I curated Dr. Martens' "Tough as You" campaign in Milan, selecting and collaborating with 7 independent artists from the European underground scene to represent the brand's values.
The campaign started in the outskirts of the city, reflecting its strong underground identity, and gradually moved towards the center. The launch was strategically timed to coincide with Milan’s Salone del Mobile, ensuring maximum visibility and audience engagement.
2,000 limited-edition posters (100x70 cm and 100x140 cm), designed by artists Judas Marchetti, Lugosis & Strato, Nygel Panasco, Giulio Scalisi, Will Sweeney, Agathe Dotour, and Sarah Mazzetti.