Crafted for Confidence
I led creative and art direction for Crafted for Confidence, a global Timberland footwear campaign built as a modular system across multiple product franchises. I developed and pitched the core creative concept, built the full campaign toolkit, and directed the visual language across photography, digital, retail, and motion. I sourced and negotiated production partners, photographers, and directors, and led the campaign from concept through execution.
Challenge
Modernize Timberland’s global storytelling while building a flexible campaign framework capable of supporting multiple footwear franchises across lifestyle and work categories, channels, and regional markets.
Solution
I led the creative development of a modular campaign system, pitching the campaign vision to stakeholders, building a scalable toolkit, and overseeing art direction, photography, and design. I managed production partners and directed on-set execution to ensure the concept translated seamlessly across hero visuals, product storytelling, digital platforms, retail environments, and motion assets.
Result
The campaign increased engagement across Timberland’s global digital and retail ecosystem, supported seasonal footwear performance, and introduced a modular campaign framework adopted across multiple product launches.
