Dr. Martens uses Microsoft’s ERP solution to manage a global business that still prides itself on craft and culture. Explaining that in technical language wouldn’t do the brand justice. The story needed to be told in a way that captured how the business feels, not just how the software works. That meant finding a visual language strong enough to speak for itself.

The Thinking

The story was anchored in three worlds. Craft on the Northampton factory floor, culture in the Camden Town retail store, and collaboration inside the Dr. Martens offices. In the factory, every frame was slow, close and textured. Leather cutting, stitching, the patina of workbenches. Traditional craftsmanship filmed with respect. In-store, the energy flipped: vibrant colours, styled displays, customers trying on boots, a brand in motion. In the offices, the camera observed collaboration in action with teams planning, problem-solving, and keeping the brand moving. The ERP platform quietly sits behind the scenes, enabling all worlds to thrive. By showing the emotion of product and purchase, the technology becomes implicit. The invisible engine powering a brand people love.

The Outcome

The narrative felt alive. Viewers didn’t just hear about business transformation, they saw it in the details. The hands that make the boots, the customers who wear them, and the organisation that connects them. Not every project offers locations this rich. But when they do, they should be used to their full potential. And when they don’t, thoughtful planning and visual storytelling can elevate even modest environments, transforming a technical topic into a story worth experiencing.