From Labor to Legacy
This brand campaign was developed to honor the craft of Timberland PRO products and the traditions passed down through generations of work. Rooted in themes of hard work, durability, and the comfort of shared experience, the concept translated product performance into a human, emotional story. I led creative and art direction, shaping the narrative and visual system across photography, digital, motion, and retail.
Challenge
Create a global Timberland PRO campaign that told a more emotional, human story while clearly supporting product performance. The work needed to scale across multiple footwear franchises, regions, and channels without losing clarity or authenticity.
Solution
From Labor to Legacy was developed as a campaign concept rooted in hard work, craftsmanship, and values passed through generations. A flexible visual system was built to scale across photography, digital, motion, and retail while maintaining emotional consistency and product clarity.
Result
The campaign connected brand emotion to product relevance, supporting sales momentum and reinforcing Timberland PRO’s position as a top-tier workwear brand for the modern worker.
Beyond the stills, the story moves into the moments that matter most. Work learned over time. Craft shaped through experience. And the comfort of being close to someone who taught you how to do it right.
