BOA X Timberland PRO
This collaborative campaign was developed to modernize classic Timberland PRO workwear through precision innovation. By combining Timberland PRO’s rugged footwear with the BOA® Fit System’s micro-adjustable fit, the concept translated technical performance into a clear, human story centered on comfort, control, and confidence on the job. I led creative and art direction, shaping the narrative and visual system across photography, digital, motion, and retail.
Challenge
Introduce BOA® Fit System technology into the Timberland PRO line while staying true to the brand’s workwear heritage. The campaign needed to clearly communicate performance benefits and scale across products, regions, and channels without losing authenticity.
Solution
A campaign system built around precision and durability, pairing Timberland PRO’s rugged design with BOA®’s micro-adjustable fit. Technical benefits were translated into clear, human moments across photography, digital, motion, and retail executions.
Result
The collaboration reinforced Timberland PRO’s position as a performance-led workwear brand, connecting innovative fit technology to real-world comfort and durability while supporting product relevance and sales momentum.
