Timberland was relaunching the Trail Work collection of hiking boots for Fall 17. The team wanted to bring the new Trail Work boots to life in a fun way, ideally with animated content that the wholesale channels wanted to utilize. The challenge was to produce animations on an extremely tight timeline with virtually no budget.
The Trail Work campaign targeted "Regular Guy" consumers shopping outdoor and independent retailers. The overall Trail Work campaign launched the new Chocorua Trail Timberdry and followed with a larger Trail Works Series focus. The print ads were simple but effective. So we leveraged that look and the still images that had been produced.
The social campaign featured animations of the new Chocorua Trail Timberdry and the classic Mt. Maddsen. We recreated the dirt piles and shot video of impact–acorns rolling away and dirt and leaves moving as if impacted with a pair of boots. We paired the existing footwear shots we had (and a few new shots of the additional styles that were not part of the print campaign) with the dirt impact videos. The results were simple animations that had a boots on attitude, spoke to the outdoors and the new waterproof capabilities of the collection. The animations were completed and created into social posts, digital ads, homepage stories and blog post assets within 24 hours.
These aren’t your old boots. Though years from now they will be. The Timberland® Trail Work Series featuring the new Chocorua Trail Timberdry Hiker with Gore-Tex® membrane.
These aren’t your old boots. Though years from now they will be. The Timberland® Trail Work Series featuring the Mt Maddsen Hiker with Gore-Tex® membrane.
THE TEAM
Creative Director: Ali Pike
Photographer: Dennis Hambucken
Project Manager: Barbara McCaffrey