Dr.Martens

Dr.Martens’ online store, rebuilt at Build in Amsterdam. I worked on the creative features: motion in the places a visitor touches most.

Product images arrive by Pixel Reveal: a coarse mosaic of the photograph resolves to the real image.

Hovering a product card swaps the packshot for the boot being worn.

Filtering is a drawer over the grid.

A concept that was not shipped: a prototype for the footer wordmark, stitched. On hover the letters come apart into the yellow welt stitching the boots are known for, then close again.