Dr. Martens have been an iconic part of rebellious cultural movements for over 50 years... The problem is, advertising hasn't. In fact, many still claim it as the enemy. This was my insight. Instead of narrating a scene, I thought, 'Why not let the others narrate it?" The name 'spit' derives from the act of speaking, with purpose. I wanted to build a campaign that lets users create DIY tracks, on a web-based instrument, controlled by a QWERTY keyboard. This instrument would require minimal skill, allowing people to put the more effort into narrating their speech. Real people, telling real stories.