Dr. Martens Winter Campaign
Shooting Authentic Commercial Photography During a Manchester Heatwave
Models @metalstate and @—- having genuine fun times during the shoot in China town.
Dr. Martens Winter Campaign | Shooting Authentic Commercial Photography During a Manchester Heatwave
Behind the scenes of a global Dr. Martens photography campaign, creating authentic documentary style commercial photography for one of the world's most iconic footwear brands.
Commercial campaigns are often photographed months before the season they represent and this Dr. Martens global winter campaign was no exception.
While most people were enjoying one of the hottest weeks of the Manchester summer, we were busy creating freezing winter conditions for a worldwide campaign. It's one of those strange realities of commercial photography that people rarely get to see.
As soon as I received the brief from the agency, I knew this was exactly the type of project I love.
I genuinely thrive under pressure and enjoy solving creative problems. Every campaign presents a different challenge, and this one certainly didn't disappoint.
Creating Winter in the Middle of Summer
To transform Manchester into the middle of winter, the production team brought in real snow and ice from a local indoor ski slope, while water rigs simulated cold winter drizzle across the streets.
By the end of the day, we were photographing winter clothing in thirty-degree heat. Commercial photography often looks effortless but Behind the scenes, it's usually anything but.
The final images were created for international point-of-sale displays, retail graphics, window installations, banners and global marketing campaigns for Dr. Martens, where every frame needed to feel completely authentic despite the unusual conditions.
Why Experience Matters
My background in skateboarding and youth culture has shaped the way I photograph commercial campaigns.
For more than thirty years I've photographed fast-moving people, unpredictable moments and genuine human interaction. Skateboarding teaches you timing, anticipation and instinct. You learn to recognise the decisive fraction of a second before it happens.
That experience naturally translates into commercial photography.
Whether I'm photographing a global fashion campaign, documenting youth culture or creating lifestyle imagery for international brands, I'm always looking for moments that feel believable rather than staged.
It's one of the reasons brands trust me to photograph campaigns where authenticity matters.
Becoming Part of the Scene
I've always believed the best commercial photography happens when people forget they're being photographed.
My role isn't simply to direct a scene—it's to become part of it.
Whether I'm photographing a global campaign, documenting youth culture or shooting a skate session, I work hard to blend into the environment until I'm no longer "the photographer." I'm simply another person in the group who happens to have a camera.
That's when the strongest photographs happen because people stop performing and expressions become genuine.
Movement becomes natural and moments become believable.
To work this way, I avoid tethering wherever possible. Being physically connected to a laptop changes the rhythm of a shoot and creates a barrier between me and the people I'm photographing.
Working handheld gives me complete freedom to move, react instinctively and constantly search for different perspectives. It allows me to work with the energy of the moment rather than interrupting it This way we avoid stiffness.
That freedom has become a huge part of my documentary approach to commercial photography.
Why Authenticity Wins
Today's audiences can recognise manufactured imagery immediately. The campaigns that leave a lasting impression are the ones that feel honest.
That's always been my approach.
Whether I'm photographing for Dr. Martens, Eastpak or documenting skateboarding and youth culture, I'm searching for those authentic moments that can't be storyboarded or forced.
I don't photograph culture from the outside looking in. I photograph from within it.
That's the difference.
Equipment Used
Fujifilm X-T4
Fast prime lenses
Handheld documentary shooting approach
Available light combined with hand held speedlight
Dr Martens campaing shoot here