As part of the D&AD New Blood Awards, I collaborated with fellow advertising students to create Follow the Yellow Thread, a transmedia campaign for Dr. Martens. The campaign aimed to revive the brand’s musical heritage, celebrate its rebellious spirit, and connect different generations of fans.

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At the heart of the concept was a six-part radio series telling the nostalgic love story of a character reliving his youth through a mixtape and a pair of Dr. Martens. Listeners followed narrative clues that led to live, brand-sponsored events across London. Through the companion app, attendees collected digital rewards, with the chance to win a custom pair of Dr. Martens by participating in multiple events.

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I contributed to conceptual development, insight analysis, and user journey visualization, as well as designing campaign posters and social media content.