This Is Not A Boot

Seen Studios

Client: Timberland

Timberland entrusted us to bring their biggest brand moment of this century to life in London as part of a global screening roll-out of the exclusive anniversary documentary created in collaboration with Highsnobiety, celebrating 50 years of the classic 6” boot. Responsible for the full visual centre, including creative ideation, art direction, graphic design, art working and event production we had full creative control over the execution with the Global Timberland Team, from overarching concept, location, talent and invitation mechanism. We landed on transporting guests back to the hedonistic heyday of Timberland with an iconic ‘club night’, emulating 90’s rave culture and the space the Timberland 6” boot held at as a dancefloor stomper at the crux of the subculture. For the tease, graphic assets were created across motion and stills to live on socials where the event would be cryptically announced to build intrigue. Followed by an OOH campaign of fly postering across London, reinforcing the ‘old school’ club culture vibe of paste up’s, embedded with the same level of mystery plus QR codes to encourage sign-ups via Eventbrite. The event was hosted in London nightclub: Fabric, home of London’s electronic music scene. The exclusive screening of the documentary for press, community members, and the public saw Fabric’s basement bar transform into a movie theatre. Additionally in the space lived live spray paint customisation onto the classic boot by London artist; Solider Boyfriend and in true Timberland and Fabric style, an exclusive DJ set with Benji B and Judah.