Since the explosion of 'drop' culture, Timberland were starting to feel like the old kicks on the block.
So, we let our target audience hack, prototype and drag the original Timberland boot (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 and creatives and flew them to the Timberland factory for a unique boot based 'hackathon'.
Audience Co-creation
Rather than simply presenting the audience with the finished article(s), we documented the prototyping process in real time on digital and social media.
We then used data and audience engagement to learn which design decisions resonated most, helping us to better iterate and accelerate the development process.
Over 500 pieces of content were shared on Construct:10061 channels, or on our designers' and creators' own channels.
Concept to Concrete
Selected designs were debuted at ComplexCon and released in limited quantities on eCommerce.
Some of them change hands at pretty ridiculous prices 🥴
Website Samples
Agency: KesselsKramer London
Creative Directors: Dave Bell & Max Siedentopf
Concepts & Copy: Robin Sanderson & Max Cameron
Concepts & Art: Oli Gabe & Ash Kirby
