Worn Different

For nearly 3 years I was the creative driving force on the DMs account establishing, writing and executing the global brand platform #WornDifferent - which positioned the boot as a symbol of self expression and individuality - with authenticity at its heart.

The platform aimed to showcase that, no matter how diverse the brand’s wearers were they were ultimately united by one undying spirit, in that they were born to do things differently and on their terms.

To demonstrate this we assembled artists, musicians, writers, scientists and beyond, to showcase the true diversity of it’s enduring fans beyond it’s stereotype punk aesthetic.

The campaign came to life across the globe (US, Asia, Europe) spanning every touch point and media format both paid and owned, from OOH and cinema through to real world activations and in store events.

Role: Lead Creative