Advice of an Icon

Client: Timberland

Timberland briefed us to deliver an iconic London Fashion Week moment, launching their Fall 2025 campaign: Advice of an Icon. A celebration of the unapologetic spirit of the Yellow Boot, we designed, produced, and delivered a culturally disruptive experience putting community, culture, and creativity at the forefront.

In partnership with Balamii–London-born radio platform spotlighting rising talent–we launched a citywide competition inviting grassroots musicians to perform and record alongside leading producers. Paired with an in-store 'buy boots, win a ticket' initiative across UK stores, we built anticipation and gave the community direct access to LFW's stage. Event night saw 350 guests step into Village Underground in Shoreditch, transformed through bold design and projected campaign language. At its centre sat a glowing glass performance booth–part installation, part open studio, part stage–built for visibility from every angle, exposing what is usually hidden. Framed in brushed steel with integrated recording equipment, the cube shifted throughout the night, every detail, down to branded screws, carrying Timberland's signature. Across the evening the cube transformed: from live mixing booth where the winner recorded with Novelist and M1, to freestyle cypher stage, to headline DJ sets from Keyrah and DJ Maximum. Words of advice from icons rotated across brick walls, keeping craft in focus. Skepta–face of Timberland’s UK campaign–anchored the narrative while supporting the winner. By amplifying grassroots voices, offering behind-the-scenes access, and designing a space celebrating musical artistry, Advice of an Icon positioned Timberland as an active participant in London’s cultural present, not just a heritage brand.