How does an icon become an icon?
The DR. MARTENS spot celebrates ‘Nu Souls’

How does an icon become an icon? This is the story of the Nu Souls, those who are preparing to become icons, but still do so much far from the spotlight. C41 created and produced a new editorial campaign for Dr. Martens, launched through a video teaser that recounts and reconstructs the steps every artist takes to get to the big stages. From the uncertainty of the zero point to feeling that everything is finally possible.

Celebrating the 10 years of the Jadon platform, Dr. Martens aims, once again, to establish itself as an iconic brand for an entire generation of style leaders. From Millennials to Generation Z, Dr. Martens is able to cross time gaps and be an eternal…