ROOTED IN BRAND DNA AND CREATIVE DISRUPTION, WE WELCOME DR. MARTEN’S NEW TARIK & AUDRICK COLLECTIONS TO THE DIGITAL WORLD
Breaking rules and stomping on convention, Dr. Martens is an emblem of creative rebels worldwide. The next step in revolt? Dr. Martens’ new collection featuring their two new progressive styles, the TARIK & AUDRICK. To emphasize the fashion forward, street-inspired approach of Dr. Martens’ campaign strategy, we teamed up with the brand to envision a concept fit for the digital revolution.
We were asked to interpret the style through the lens of our brand community so we tapped into the digital know-how of our 3D creators to catapult the new styles into the metaverse infused with a cyber soundscape and leveraged the latest NextGen trends to create a digitally-fuelled campaign, symbolizing a collective digital future - one that stands for creativity, self-expression & unmatched innovation.
Both new progressive styles are an ode to the grit of renegade reformers, musicians, designers and change-makers; the TARIK with extra rugged utilitarian outsoles and the AUDRICK with attention-demanding height. Accompanied by 2 digital muses and a liquified environment representing the light, energy & spirit of the TRASHYMUSE community, we conceptualized visuals to highlight the boots’ bold, re-engineered silhouettes and new styles on a sublime stage as a nod to the elevated design of the collection. The visuals and moving content are displayed across OOH digital screens, in key Dr. Martens stores and online/social brand platforms.
Click HERE to unlock more content about this first ever digital campaign for Dr.Martens - including some rad BTS material as well as an AR Filter that’s bringing the Dr.Martens showroom directly into your home.
BETWEEN THE REAL AND SURREAL, ‘METAMORPHOSIS’ IS BORN TO OPEN THE DOORS TO OUR PROGRESSIVE METAVERSE AND AWAKEN OUR SENSES…
For Electronic Beats’ first NFT, our team at TRASHYMUSE aimed to celebrate their 20 years of creativity while supporting our creator community inside the TRASHYMUSE ecosystem. An NFT co-creation inspired by the sound and style of Electronic Beats and the next-gen future world building of TRASHYMUSE. It follows the story of our new elf-avatar @eyedigo.museas she embodies our collective pursuit for desire, discovery, and liberation – reincarnating ourselves between the digital and physical and starting anew. The artwork was launched with and all profits will support our new metaverse, tmvr.io.
METAMORPHOSIS welcomes Electronic Beats into a new progressive era and reflects the semblance of the METAverse we are building with our TRASHYMUSE community: tmvr.io together with an incredibly talented team of creators, we built a symbiotic, brutalist space; one that stands for the future of creative expression in the digital world. In the motion artwork, an avatar model - exemplifying the unlimited creativity of our TRASHYMUSE community - steps into the world, draped in crystalised outerwear, matching boots and Electronic Beats branded headphones.
As our muse,, embarks on her catwalk-like trance through the room, the cold stone floor reincarnates, transitioning to a vibrant sanctuary. Each element of the METAverse personifies what we can do together as a community. In this new era, the runway is wherever we are. With this NFT artwork, @trashymuse supports @tmvr.io: an open source metaverse for creators, like you, who aim to transform the digital landscape. A space to enable the creator community, display breathtaking artwork, build relationships and learn from each other.
Want more? Tap HERE to unlock the full article about the artwork, including some secret Behind The Scenes Material and our special campaign filter for a jaw dropping AR experience projecting ‘METAMORPHOSIS’ right into your living room!🤯🤫
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“I FEEL LIKE EXPLORING [GENDER, EXPRESSSION AND SEXUALITY] THROUGH MY WORK MADE ME FEEL MORE CONFIDENT […] AND WAS A TURNING POINT IN MY WORK.” JASON EBEYER
From censorship to self-(s)expression: Jason Ebeyer is one of the world's most renowned 3D artists.Disrupting gender norms and celebrating sexuality, he uniquely thrives off the taboos that few dared to address and provokes his viewers to question human desire from a digital gaze. With collaborations from the likes of Troye Sivan to Bebe Rexha, the Australian native has cyber-rocketed to success, lacing glamour and gore into a diverse range of hyper-erotic figures. The dichotomies in his work show a range of emotion and ecstasy that has become a signature style: one moment you're in a Garden of Eden and the next you’re smothered by tentacles in a virtual purgatory.
So, how did a young artist from Australian suburbia become the reference point for personifying our wildest fantasies online?
In an exclusive Zoom interview straight outta his home, we asked the creator 14 intimate questions. About his work, intentions, inspiration and why BDSM fantasies, fetishes and characters are particularly interesting to him.
And what we would come to learn in conversation is that each one of his characters are a personification of his moods and experiences. The glossy aesthetic that he’s become famous for highlights an effort to create virtual utopias when real life seems awry: ‘It all comes back to how I'm feeling. Oddly enough, the happier I am in the real world the darker my stuff is digitally and then the opposite. So, if I'm feeling a bit depressed, I'll make something bright and colourful. It's really weird, but in my head, it makes perfect sense. It's almost like if I'm feeling happy, I need to have something a bit sad to balance me out because I'm either really excited or really down, you know what I mean?
Head over to read the full article including an exclusive excerpt of our zoom interview and Jason sharing his secrets about what finding himself meant for the expansion of his artistic expression, accompanied by 3 artworks solely created for this interview in a Jason Ebeyer x TRASHYMUSE collaboration.