The Challenge Reframe an iconic silhouette, the Timberland Boat Shoe, for a new generation without losing its heritage. The challenge was to create a global campaign that felt personal, diverse, and culturally attuned, while resonating with both legacy audiences and new communities. We had to speak across age, geography, and medium with one cohesive voice.
 
Our Approach We developed a hybrid content structure blending live-action, documentary, CGI, and photography. Storytelling was anchored in real people: a carefully curated group of global, multi-generational creatives. The Boat Shoe became a narrative tool, a thread connecting backgrounds, eras, and disciplines. Each format was chosen for its emotional weight and contextual relevance.

The ExecutionProduction spanned continents and techniques: analog film photography, digital interviews, stylized product footage, and 3D renderings. Each story was shot and treated with unique visual signatures while maintaining overall brand unity. The campaign lived across platforms, from global rollouts to local activations, as both an editorial and branded content ecosystem. 

The ResultThe campaign achieved strong engagement globally, sparking conversation and emotional resonance around the Boat Shoe legacy. It created a new storytelling standard for Timberland, one that’s inclusive, design-driven, and media-fluid. The project successfully bridged the gap between archival heritage and contemporary relevance. A reintroduction not just of product, but of perspective.