Timberland "Make a Bold Move" Product Campaign
Deliverables
:06-second AVs
:15-second AVs
Product Superiority stills paired with unique lines, marrying refreshed “Built for the Bold” tone of voice with legacy product copy.
What?
As a proof of concept for our Brand Book work, our team executed the first product campaign — “Make a Bold Move” — built off of the new guidelines.
How?
We created unique worlds for each of Timberland’s key products, showcasing use-cases with familiar faces and contexts from the brand campaign. Our creative centered around motion assets for each product — :06-second and :15-second videos featuring beautiful, in-studio product footage and on-model, in-situation footage paired with benefits copy. Each video was paid off with a unique product benefit line in the “Built for the Bold” tone of voice*.
For the product superiority stills, our industrial design department extrapolated the model’s context from the AV — a park, rooftop garden, wind turbine, etc. — to create minimalist, yet-immersive sets to suggest the story and use-case for each product.
Greenstride™ turbo hiker
Mountain town jacket
Greenstride™ Tree vault boot
Greenstride™ Ultra Waterproof boot
PRO® boondock boot
*A note on the copy creative direction: In line with the “evolution not revolution” approach to our re-branding efforts, we wanted to bring back the audacious wit from Timberland’s legacy communications. I’ve included two of these “legacy lines” below to show how they worked with my new lines.
Greenstride™ Cortina Valley Boot
Greenstride™ Turbo Waterproof Boot
