When Dr. Martens set out to launch their Buzz silhouette, they weren’t looking for just another product drop; they wanted a disruptive, city-stopping brand activation that would capture the energy of London and speak directly to Gen Z fashion leaders. Enter Seen Studios, tasked with creating a bold, mobile experiential marketing campaign that would turn heads and fuel social sharing.
The result? A dazzling, metallic-wrapped broadcast van that blended nostalgic design with a fresh, fashion-forward edge. We spoke with the creative team behind the Dr. Martens Buzz campaign to find out how they delivered a travelling brand space that redefined experiential marketing in London, amplified the brand’s rebellious spirit, and made an unforgettable cultural moment for the city’s streets.
What was the brief?
Dr. Martens approached us with an exciting brief: to mark the launch of their new silhouette, Buzz, with an activation that felt as bold and unconventional as the product itself. The brief was clear: to create a disruptive, attention-grabbing mobile experience in London that would excite and engage Gen Z fashion-focused consumers.
The idea needed to be more than just a marketing stunt. This was about building a premium, mobile brand space – a travelling experiential vehicle that would disrupt the city, while serving as a brand hub, storytelling platform and cultural moment all in one. It had to reflect Dr. Martens identity, and the world created for the product by Dr. Martens internal creative team, while capturing the energy of the Buzz campaign, something disruptive, culturally relevant and designed to spark shareable moments.
The vehicle had to be adaptable by nature, allowing for brand partnerships, event transport and product displays, while also functioning as a strategic seeding platform. Our role was to oversee the full execution of the activation, from production and build to supporting seamless logistical planning, and working closely with Dr. Martens' PR agency to maximise reach and impact across every touchpoint.
How did the initial pitch/brainstorming phase go?
We were inspired by the brief and excited to help launch this fabulous new product line for Dr. Martens – a true icon! From the very first meeting, we resonated with the fresh positioning of the Buzz and loved the ambition of the team behind it. We had a good feeling that together we could create something truly impactful and effective.
What was the process behind ideating the concept?
The brief had a clear direction: a ‘travelling experiential vehicle that disrupts London’, and our concept principles embraced a future-facing take on nostalgia, a revival of the familiar reimagined for those who define what’s next, while creating impactful buzz and maintaining a premium feel. This led us to our concept direction, centred on broadcasting messaging inspired by the ‘Feel the Buzz’ campaign, bringing energy and the next big thing to the city’s streets through a reinterpretation of the classic broadcast van. A journey that delivers the wildest fashion dreams.
It was important for us to balance a strong idea that could work across all channels while remaining feasible within the timeline and budget. We pulled together a tight-knit team across design, production and client-side, and the collaboration truly shaped the success of this project. Everyone brought brilliant energy to the table, which had a hugely positive impact on the final result.
What was the production process like?
In a word: rapid! Our producer summed it up perfectly: “The production team were very flexible and made any ideas we had possible.”
We sourced the perfect vehicle, a classic General Motors Step Van, which had exactly the right presence – distinctive and full of character. Working with our brilliant production partners, Cube Branding, we wrapped it head-to-toe in a metallic finish, added standout 3D branding and campaign details that gave it a life and personality of its own. You couldn’t help but see the van and smile, or as instructed on the reserve of van: “Honk if you’re buzzing!”
What was the biggest challenge during production? How did you overcome it?
The turnaround time. There were moments where we had to make fast calls, especially on finishes and details, but the strong communication between us and the client made all the difference.
What kit/tools/software were used to create the project?
- C4d
- After Effects
- Adobe Suite
- Render
What is one funny or notable thing that happened during production?
London traffic meant the van ran a little late to the big unveiling at DM HQ, adding a touch of suspense to the moment. But Paul, our brilliant driver, pulled through like a pro and delivered just the right dose of drama to the day.
What’s the main message of this project and why does it matter?
At its core, the project is about fearless self-expression. BUZZ is for the girls who defy trend norms, those who lead with confidence and dress boldly to find their people. Buzz is a feeling: full-on main character energy.
The message matters, and it’s one of the reasons we were drawn to the project from the start. It captures where the cultural conversation around identity and style is going. Dr. Martens is there to support that unapologetic boldness, and we were excited to help amplify that message.
How long did it take from inception to delivery?
We were appointed at the end of December 2024, and the project went live on the 13th February 2025.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
As Dr. Martens is a heritage brand who were looking to launch a new silhouette and connect to a new audience, we started by exploring themes of Nostalgia how we could reimagine the past through a modern lens. The challenge was to respect the brand’s legacy while also giving it a voice that felt fresh, expressive and full of attitude.
The classic broadcast van gave us the perfect vehicle (literally and metaphorically) to deliver that idea: taking a nostalgic form and transforming it into a statement for today’s culture-led, self-expressive audience.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
Goals:
We kept Dr. Martens goals front and centre throughout the process, from concept development through to final execution. This campaign was about more than just launching a new product; it was about attracting and converting her, the new generation of style seekers, through bold and relevant storytelling.
To support the goal of driving awareness of the new Buzz franchise, we created a disruptive activation that placed the Buzz silhouette centre stage, quite literally taking it to the streets of London in a way that demanded attention. The vehicle and experience were styled to reflect the fashion-forward energy that resonates with our audience: daring, expressive, and trend-led. This helped build meaningful consideration with new style seekers.
We recognised the need to build confidence and familiarity in Dr. Marten ever-expanding product offering. By leaning into a fresher, lighter expression of the brand, while staying rooted in its heritage and rebellious spirit, we were able to speak directly to this new audience. Through shareable brand moments and a focus on community connection, we successfully drove hype and traffic to DTC.
Target Audience:
The campaign was designed to engage Gen Z fashion forward girls based around London. Always on the lookout for newness and inspiration, our target audience was experimental, trend-led and drawn to bold, expressive pieces that help them stand out while still feeling part of a community. Many are active in social media spaces and use style as a form of self-expression and identity.
A blend of the familiar and the fresh speaks directly to their mindset: nostalgic for cultural references they grew up with, yet constantly seeking what feels new and relevant. Shaped by emerging sub-trends and the dynamic cultural landscape, they are inspired by their peers, influenced by what they see online, and drawn to exclusive drops, collaborations and experiences that feel innovative and unique.
The activation was tailored to reflect their world. It was exaggerated, immersive and creatively charged, bringing the brand to life in a way that felt premium, relevant and unmistakably Dr. Martens.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Yes – we explored a few directions. A Transformative ‘Party Bus’, had potential, but we decided it lacked that stronger overarching campaign narrative. A ‘Delivery Van’ concept leaned too hard into the idea of the product drop and didn’t stretch far enough for the holistic approach to the campaign we had. The ‘Buzzline Van’ was the one that stood out – it had the attitude, the energy, and the tie-in to the campaign, product, and cultural relevance that we needed. It ticked all the right boxes and felt instinctively right for the audience.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
Yes, collaboration was key! Cube branding, our brilliant production partners were always flexible and made any ideas we had possible. The attention to detail to create a full metallic wrap from top to tail, distinctive 3D branding and additional campaign embellishments meant the Buzz van took on a persona and life all of it’s own.
Optimise supported us in creating standout seeding kits. We elevated the already iconic Dr. Martens product packaging with a standout branded metallic sleeve! Keeping to the broadcast theme we created a branded Newspaper, The Daily Buzz! Another moment to celebrate the product and the look. Branded tissue paper and fun stickers completed to seeding kits that were hand delivered to key influencers, media and tastemakers.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
Yes – especially when it came to wrapping the van. We had to get to grips with different vinyl properties and understand how to create a seamless, high-impact finish. The 3D BUZZ sign on the roof was made from expanded foam and then hard coated, resulting in a real statement piece.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
By leaning into the unexpected. We didn’t want to just create something that looked nice, it had to stop people in their tracks. The metallic finish, bold branding and nostalgic form all helped make it disruptive and memorable. But more than that, it was about energy. The campaign had personality, and that emotional connection is what cuts through the noise.
What do you hope it achieves for the brand?
We hope it deepens engagement with their audience and shows a new side of Dr. Martens – one that’s still grounded in heritage but unafraid to evolve. The goal was always more than just buzz on launch day – it was about creating a moment that connected people to the brand and its values, a moment people would remember and share.
It’s a reminder that DM isn’t just a ‘serious black boot’ brand. They’re a platform for expression – for standing out, being bold and owning who you are. That’s what BUZZ is all about.
Credit list for the work?
- Client: Dr. Martens
- Agency: Seen Studios
- Agency Creative Director: Blair Cooper
- Design Director: Alex Edwards
- Lead Designer: Pierre Bottriaux
- Client Services Director: Hannah Partridge
- Agency Producer: Mark Bissette
- PR agency: Exposure
- Production: Cube Branding
- Collaborators: Optimise