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In a move to reconnect Dr. Martens to their workwear heritage we decided to tell the story of today's workers. So we documented six risk-takers carving out their own path with a film series titled VEER Outside of Ordinary. It was 2004 and an early foray into branded content. To capture the raw energy and grit of these workers, we reached out to acclaimed documentary film maker Doug Pray (Scratch, Surfwise, The Defiant Ones) who shot it on Super 8 and 16mm black and white film. All static pieces for the campaign were photographed by Charles Petersen who lensed the images that defined the Seattle music scene, most notably for the Sub Pop record label. The six short films were launched on drmartens.com, shown in theaters in the UK and ran on Spike TV. It was promoted with a digital campaign, wild postings and print.
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