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.
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.
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.
At the heart of the project is a carefully selected cast of global, multi-ethnic voices: artists, innovators, and thinkers pushing boundaries in their fields. Through interviews, portraits, and motion, we explored how identity and legacy intertwine.
Our visual narrative embraced contrast, analog and digital, tactile and abstract, timeless and new. The result is a campaign rooted in people, not product.
The Boat Shoe became a thread tying together lived experience, design culture, and social heritage. Documentary honesty met cinematic intention in a body of work that feels as editorial as it does emotional. Each visual speaks with clarity and soul, mirroring the diversity and authenticity of those who wear the shoe.
This is not just a campaign, it’s a portrait of impact, craft, and cross-generational style.
CREDITS
Directed, Designed and Produced by NEWNEWNEW STUDIO
Client: Timberland
Creative Director: Pablo Limón & Jose Sáez
Senior Producer: Alberto Jimenez
Art Director: Jose Sáez
3D Design & Animation: Alex Baqué, Pablo Beltran, Ivan Antón & Teresa Rofer
Illustrator: Rob Collado
Houdini Artist: Luis Martin
Compositing: Yu Nisizuka
Edit: Alberto de Miguel
Client: Timberland
Creative Director: Pablo Limón & Jose Sáez
Senior Producer: Alberto Jimenez
Art Director: Jose Sáez
3D Design & Animation: Alex Baqué, Pablo Beltran, Ivan Antón & Teresa Rofer
Illustrator: Rob Collado
Houdini Artist: Luis Martin
Compositing: Yu Nisizuka
Edit: Alberto de Miguel