Make a Bold Move
Timberland's Built for the bold
When you have breakthrough eco-innovation like GreenStride™ technology and iconic 6" Waterproof Classics, the creative challenge becomes visceral: how do we make people feel the performance, not just see it? For Timberland's "Make a Bold Move" campaign, we engineered extreme testing environments—towering water tanks, sub-zero freeze chambers, and dynamic rigs—to capture hero moments that translate cutting-edge comfort and sustainability into pure cinematic storytelling. The result: a global multimedia campaign that didn't just showcase products, but made audiences feel the bold confidence that comes from wearing gear that performs when it matters most.
the Bold Momentum
Following the success of our "Built for the Bold" brand campaign, we faced a strategic pivot: how do we shift focus from aspirational brand storytelling to product-driven performance while maintaining that cultural momentum? The challenge was connecting Timberland's elevated brand voice with tangible product benefits—making innovation feel personal and urgent rather than technical and distant.
Performance Made Visceral
Isolated Moments, Amplified Stories We extracted compelling scenes from our "Built for the Bold" anthem film and expanded them into focused product narratives. When we showed musician Arlo Parks spilling cereal on her GreenStride™ boots, we created an entire ecosystem around that moment—15-second films, product heroes, and environmental storytelling that made the technology feel lived-in and real.
Engineering Extremes
Our Portland studio became a testing ground for creative problem-solving. We constructed towering water tanks to showcase waterproof capabilities, built freeze chambers reaching -20°C for insulation demonstrations, and designed dynamic rigs to capture products under extreme conditions. Each setup was meticulously crafted to transform technical specifications into emotional, visual proof points.
Modern Voice
We revived classic Timberland copy like "For Those Who Can't Yet Walk on Water" and recontextualized it within our bold brand voice. Headlines became as engineered as the products themselves—sharp, memorable, and worthy of Timberland's legendary advertising heritage while speaking to today's conscious consumers.
Cultural Impact
The campaign redefined how performance footwear communicates with culture, generating record-breaking engagement across social channels and driving category-leading sell-through rates for both GreenStride™ collection and 6" Waterproof Classics. Beyond immediate sales impact, we established a new creative standard for how Timberland executes product campaigns—proving that innovation storytelling can be both technically rigorous and emotionally compelling.