while at pereira o’dell, i led the strategy on the following two projects for timberland. i worked closely with the creative team even through production process.
timberland wanted a campaign for their fall 2018 boots being sold at journey’s stores, including social media and influencer components.
journey’s target audience is gen z and while a major characteristic of this generation is being rational/risk adverse, there is one area they are not — clothing. growing up with access to fast fashion, their style is bold and ephemeral.
the strategy was to play with this tension and to show timberland boots as a staple to any look.
the creative team developed the idea of trendless — a cribs-style tour, diving into an influencer’s closet to show multiple distinct looks paired with the same pair of timbs.
foot locker campaign
timberland wanted a hypebeat-worthy campaign to promote their fall 2018 boots in foot locker stores and online.
foot locker’s aspirational target are sneakerheads. their audience is on a constant quest for the next best thing instead of having an appreciation for the past.
the strategy was to show timberland as the new classic boot for modern hip-hop style. this allowed us to inject the brand into current culture while respecting its past — much like virgil abloh did for nike and ‘the ten project’.
the creative idea was the new archive — a fashion forward, visually striking campaign that pays homage to the 90’s.
it was presented to foot locker and they loved it so much they suggested making it a bigger campaign. after a few conversations it turned into a collaboration with another popular 90s brand, champion.