Dr. Martens Holiday 2022

Lead Copywriter
Art DirectorEmphasizing community-gathering during the holidays with Dr. Martens for their winter collection.
To launch the Dr. Martens Winter 2022 collection, we created a campaign focusing on the stories of chosen families within the LGBTQIA+ community. This term, coined by the LGBTQIA+ community, refers to the people you invest love and energy into. It became the grounding force for our storytelling surrounding the holidays, when people come together to reflect on the year. 

We broadcast our message by launching “The Gift of Community” starring Brooklyn-based collective Papi Juice. Their work affirms and celebrates the lives of queer and trans people of color. As key members of LGBTQIA+ nightlife, we invited them to share their own stories of community building and kinship with each other.






Modeled by founding members Adam, Mohammed, Oscar, and friends, we captured vibrant campaign imagery that tells the story of coming together to celebrate as you are. A toolkit of images was used in North American Dr. Marten stores, OOH, and across brand/talent social channels.

In support of LGBTQIA+ community members in need during the holidays, Dr. Martens invited their followers to donate to the Trevor Project, matching proceeds up to $50k.




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Present Hotels.com, ACD
2019 – 2025 Cult Classic Magazine, Editorial Director
2019 – 2024 Kamp Grizzly, Copy Writer / Cultural Strategy