Hassan Joof

I was tasked with creating a product showcase of the new Wednesday x Dr. Martens collaboration. Using a set design and the finger snap for a transition into the different products we thought these two aspects of the video would give a nod to the show itself allowing some familiarity with the fans. This ended up being our highest performing video from the entire collaboration campaign. Currently sitting at over 1 Million organic views on tiktok.

Views: 1.1 Million +

Likes: 138,000+

Comments: 1,200+

Shares: 11,500+

Reposts: 38,800+

The Biker boot is one of Dr. Martens new products I was tasked with creative directing and editing the social video for this campaign. As the main campaign was photography focused I decided we needed to capture video content. The brand transitioned into more of a product focused direction so this was simply showcasing how the products can be styled in numerous different ways.

With the brand moving towards a more product focused direction I was tasked with creating the social extension for our latest winter product. After doing community research I realised a lot of Dr. Martens fans do not know the functionality of some of our products and is a question asked very frequently on our platforms I decided to create a very simplistic video highlighting the key functions of our latest products.

With Dr. Martens transitioning into a more product and premium direction I was decided to create an entirely new look and feel towards their product and unboxing series. Cowboy boots have been trending in the last few months so I decided to film our newly released Gothic Americana product to highlight the details. This series has quickly become one of our most popular and engaged on our platforms.

I was tasked with creating the product video for the Dr. Martens new ambassador product. Highlighting the softness and vesatility of the product. I wet with a different approach using a textured leather as the backdrop to add depth to the video.

I was tasked with directing, capturing and editing a myth busting series I helped bring to Dr. Martens which is a social extension for our Durability campaign which released on YouTube.

We put out a casting call to work with one of our store staff members on this project as a host to answer our comments that we get in regards to how to properly care for our products.

Views 80,000

Likes + Comments: 2,400+

Staff Style

Views: 750,000+

Likes: 37,000+

Comments 250+

As an extension for the DrMartens street style I thought it would be a good idea to showcase our store employee’s style, the dr Martens employees are an integral part to the company and weren’t getting enough of a spotlight so I decided to make this into a series. This has became one of our most popular series over the last two years and has been adopted by the Dr. Martens regions who create similar content with their own store staff around the world.

Lunar New year is a campaign that we do every year releasing a product around the celebration. I was tasked with helping direct, video editing and capturing the content which spotlights interviewing East Asian artists within the music industry.

During the interview process the topic of family was brought up numerous times, we were shown old footage of the talent when they were children as well as old family photographs. I decided I wanted to recreate that handheld almost old school style of videography shaking the camera when showcasing memorabilia around their house to make it seem as if it was just the talent recording things on a regular day around their houses. I feel this stripped back and almost diy style of filming makes it more relatable in comparison to a high production set, it's just the talents in their own home.

Created and interviewed creatives for our handcrafted series for our Made in England product. Showcasing creatives who refrain from using digital mediums focusing on handcrafted techniques.

Summer Thrifting challenge is a social extension to our summer campaign. I directed, scripted, captured and edited the content for this series which was a timed challenge involving our Dr. Martens store staff being tasked with creating summer outfits around our three iconic products

Views: 563K

Likes: 7K+

The mic'd up series is something I've seen being popularised in sports mainly football on social media. I decided that this is something I wanted to bring to Dr. Martens social platforms to get an insight on what it's like behind the scenes on set. I was tasked with creating and directing this social extensions for our MADE STRONG campaign. Utilising mic’d up series idea I shadowed our stylists throughout the shoot day to get their perspectives on what it’s like to shoot with Dr. Martens

There were two videos included in this social extension both of which combining for.

Views: 412.000

Likes: 5.000+

I have been in charge of helping the Dr. Martens region and E-com team when a product needs a spotlight I have created content around it. This specifically was for our Pink zen zag which ended up going viral gaining over 7M views.

Views: 7.5 Million

This is a video which we worked alongside the Dr. Martens community manager to execute we were given a sound and needed to apply it to a video which made sense. Lacing styles are something that is discussed quite frequently amongst the Dr. Martens community, we spotted a staff member in one of our Dr. Martens stores whose really unique lacing style went great with the sound. This video doesn’t focus on premium product videos but instead shows the ability to spot trends/sounds and apply them to videos simple social first content with the intent of the video being Lo-fi

Views 400,000+

Likes: 30,000+

Comments 300+

The square toe campaign I was asked to produce a product video for our social media platforms again playing on the theme of “square” I decided to put the clips into individual squares highlighting different aspects of the products

Views: 150,000+

Likes: 6500+

Shares + Reposts: 2000+

I was tasked last minute with creating a lo-fi social extension that we could use on our TikTok platform to accompany our Square Toe campaign. As there was no concept to this outside of styling I decided to play on the square aspect literally showcasing the styling in six square tiles. With each tile focusing on a different aspect of the styling. I also decided to add a transition element to make the video more engaging.

I was tasked with creating the social extension for our collaboration with the great frog. One of the ideas was to interview both the designer responsible for creating the product and interviewing the owner or the great frog, getting their perspective on the collaboration and understanding their thought processes throughout it.

For the release of the Anistone Biker boot I was tasked with creating a social teaser ahead of the release. Using inspiration from car adverts I decided to only highlight the metal accents across the shoe prompting our audience to guess what’s coming. This teaser had a great reception across social media with individuals praising the editing and filming style of the teaser.

Lunar New year is a campaign that we do every year releasing a product around the celebration. I was tasked with helping direct, video editing and capturing the content which spotlights interviewing East Asian artists within the music industry

Dr. Martens On Stage is a series spotlighting up and coming artists in the music industry. I was tasked with interviewing and capturing artists who were performing at our MADE STRONG event in London

I directed and helped bring a street style series to Dr. Martens. It's a lo-fi social extension which showcases what people wear during the Dr. Martens events. Consistently one of our most engaging series. This series has been adopted by the Dr. Martens regions which they've used to recreate their store staff style series.

Views: 260K

Likes: 5.3K+

Alongside our Durability campaign I was tasked with creating and directing the socal content extensions. We created a POV video as well as including ASMR sounds from the factory and production line to make the audience feel as if they're looking at how the Dr. Martens products are made through the eyes of the workers in the factory

Views: 279.000

Likes: 13.000

Comments & Shares: 830+

This was a lo-fi social extension from our main winter campaign. With a lot of discussion being around customers feeling the brand isn't versatile when it comes to styling I decided I would create a styling video utilising transitions and viral music to showcase the versatility in our products.

Rock-En-Siene Festival - Paris. Our festival content is almost always focusing on lo-fi captured content I decided to utilise a posca pen artist capturing him illustrating on a pair of Dr. Martens boots to showcase what our festival tent has on show. We also decided to give these away and this video ended up as one of the most engaged videos on the Dr. Martens channel.

A very stripped back video shot on iPhone on the fly due to time available at festivals. Though creatively lacking from a video aspect I feel it shows my understanding of the audience of a brand and being able to utilise limited to to be able to create engaging and viral content.

Views: 1.2M+

Likes: 56K+

Comments: 1.8K+

Don’t Do it

Views: 380,000+

Likes: 35,000

Comments: 250+

One of my main roles at Dr. Martens is creating reactive content, spotting trends and sounds that can be used in short Tiktok videos, these videos are then shot on IphoIe to give the sense of a tiktok first video. combining two sounds together to create a funny lighthearted in-house video at our Camden store

DMsChallenge

Views: 300,000+

Likes: 6.5K+

I was the lead creative and was tasked with re-branding the DMsChallenge a callout to creatives around the world to create designs around our product. DMsChallenge is a very DIY focused competition on our social media platforms I wanted to keep it very simplistic working alongside our graphic designer I tasked them with creating rips as well as handwritten text to emphasise that DIY look and feel.

One Side Perfection

Views: 520,000+

Likes: 50,000+

Comments: 190+

One of my main roles is identifying trending content across social media platforms, utilising sounds or music implementing our own brand tone of voice to it making a very simplistic video which garnered hundreds of thousands of views.

Views: 440,000+

Likes: 28,000+

Comments: 200+

I pitched the idea to take influencers to our factory in Northampton to showcase to people outside of the Dr. Martens world how we create our products, this is the social extension from the visit which performed extremely well on our platforms.

Interviews are something I brought to Dr. Martens whether it be quick fire questions, quizzes or culture interviews I thought it is important to tell stories and share experiences other people may have with our shoes or the collaboration products. This is an interview piece we did for our ‘The Clash’ product launch where we had a host walk around central London asking questions about the clash to clash fans. this ended up being a successful social campaign with our audience asking to see similar content on our platforms