rain walk
Intro: An immersive campaign concept for Dr. Martens, designed to highlight the iconic 1460 Fleece Lined Sub Boots. Inspired by Milan’s rainy season, the project blends music, customization, and street culture through a one-of-a-kind live event featuring tattoo artists, limited-edition boot charms, and a closing concert by Måneskin. The campaign captures the brand’s rebellious spirit while solving a real seasonal need—with a creative experience rooted in water and self-expression.
Brand: Dr Martens
Class: Graphic Production
Research & Insights
Milan has over 100 rainy days per year, making it the perfect setting for a weather-resistant experience.​​
Dr. Martens is a symbol of rebellion, self-expression, and durability, values amplified in a raw, wet environment.​​​
The brand’s audience connects strongly with music, punk culture, and personalization.
An experience made for those who dare to get wet.
charms treasure hunt
Custom metal charms by Emanuele Bicocchi are hidden across iconic Italian water-related landmarks, canals, fountains, rainy plazas. Finding one grants exclusive access to the event.
POP-ACTIvATIoN
An immersive rain-themed space where guests explore the brand through water-driven experiences. Visitors can customize their boots with exclusive designs by Stizzo, a renowned tattoo artist, collect limited-edition charms, and capture bold moments.
The night ends with a live Måneskin concert. The stage surrounded by cascading rain and synchronized light shows. Water reacts to sound, creating a visual symphony between music, movement, and rain.
collaboration
Stizzo
Måneskin
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This project challenged me to turn a natural element — rain — into a storytelling tool. I explored how branding, space design, and emotional immersion can come together in a way that’s playful yet powerfully on-brand for Dr. Martens.