Since the explosion of 'drop' culture, Timberland were starting to feel like the old kicks on the block.
So, we gave a new generation the keys to the Timberland factory, and let them hack, prototype and drag the original Timbs (the 10061) kicking and screaming into the 21st century.
The Factory Takeover
With the help of Concept Kicks (aka Daniel Bailey), we assembled a crack squad of designers, makers & creatives and flew them to the Timberland factory for a bespoke boot 'hackathon'.
Audience Co-creation
The prototyping process was documented in real time on digital and social media.
Audience engagement and feedback was then used to help refine the design team's prototypes.
Over 500 pieces of content were shared on Construct:10061 social channels and the design team's personal accounts.
Concept to Concrete
Selected designs were debuted at ComplexCon and released in limited quantities online.
Resellers were quick to grab a piece of the action...
Interactive Website Copy
Creative Directors: Dave Bell & Max Siedentopf
Concept & Art: Oli Gabe & Ash Kirby
Concept & Copy: Robin Sanderson
