TIMBERLAND - 50TH ANNIVERSARY

2023 - EMEA & APAC CAMPAIGN - PRINT & DIGITAL

This project celebrates five decades of impact through the lens of a single icon: the Boat Shoe. More than a product, it’s a cultural marker, worn across generations, across borders. We set out to trace its legacy through the stories of real people shaping the now.

From artists to entrepreneurs, the campaign highlights those who move their communities forward. Each voice added dimension to what the Boat Shoe represents today.

Te Challenge Mark a milestone without leaning on nostalgia. Timberland needed a campaign that celebrated 50 years of the Boat Shoe while speaking to the future. The challenge was to keep the tone honest, contemporary, and globally relevant, something rooted in legacy, not stuck in it.

Our Approach We chose people over product. The idea was to let the Boat Shoe's legacy emerge through the lives it has touched. From casting to format, every decision was about amplifying authentic voices. This was heritage, reframed with presence and care.

The Execution Production combined analog photography, live video, and CGI in a modular system built for global rollout. Each medium served a narrative role, balancing warmth, clarity, and intention. The visuals remained cohesive yet flexible, just like the story they told.

The Result The campaign delivered on both depth and scale, sparking engagement across multiple markets. It gave Timberland a new voice for a familiar icon. More than a look back, it positioned the Boat Shoe as a symbol of evolution. Built to last. Built to move forward.

To match the depth of the story, we worked across film, photography, and CGI. The campaign blends documentary intimacy with crafted design, letting different mediums shape mood and message.

Interviews captured lived experiences, while visuals gave form to abstract ideas, movement, memory, identity. The Boat Shoe became the connector, not the focus. Its presence is constant, but never loud.

We created a campaign that feels both global and grounded, timeless yet forward-facing.

The visuals are clean, real, and emotionally resonant, designed to live across editorial, digital, and brand environments. Each asset speaks in a different tone but shares the same root. What emerges is a layered portrait of culture, craft, and continuity.

Fifty years distilled into voices that carry it forward.

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