TIMBERLAND PRO BRAND CAMPAIGN 2024
Timberland PRO took a bold step, choosing to be a disruptor in the way things are "supposed" to be done for their International Brand Anthem Campaign for 2024. They parted ways with the traditional agency model, brought the creative in-house, and partnered with Fortland Productions to collaborate on bringing their creative to life. Fortland Productions acted as the primary production partner, along with support from long-time collaborators, Bluehour, to execute a massive content creation plan. Additionally, Jay Kolsch photographed the primary campaign, along with supplemental photography from Dan Cardon. The entire team not only brought to life the Brand Anthem campaign for video and photography but also created product content for six different new products that Timberland PRO needed to showcase during the upcoming season.
TIMBERLAND PRO 30-SECOND INTERNATIONAL TV AD
The team at Timberland PRO wanted to tell the story of legacy in the main brand campaign for 2024. Exploring the generational narrative of the trades industry, spotlighting the enduring quality of their products and the profound familial bonds they inspire. In a highly collaborative effort via poignant storytelling and evocative visuals, our team produced a campaign that forged a profound connection with the PRO audience, celebrating both PRO's storied heritage and relentless pursuit of innovation. This 30-second advertisement is currently running as a broadcast TV advertisement for Timberland PRO internationally.
Photography by Jay Kolsch
“Thank you again for delivering an epic campaign for the F24 season! Everyone loves the Anthem video in particular. We are very proud of that work!”
Product-Focused Content
For years, the traditional structure was used at Timberland PRO. A photographer would be hired to shoot catalog and lifestyle imagery, a production team would create product-focused video content, yet another production team would create the primary brand anthem campaign, and finally, an advertising agency would intertwine among some, but not all, parties with the marketing team in the mix with all parties. Not anymore! The bold move to unify all this content into a single large production execution with a single lead partner in Portland was done to benefit the brand. The Timberland PRO team was able to bring cohesion to the brand anthem and product content across photo and video assets while cutting overall costs for all assets.
Photography by Jay Kolsch
Bend, Oregon
Our primary production was based in the Bend, Oregon region. A production team of 20+ individuals worked together across 4 days of production, along with 3 days of location scouting. The content created told the story of multiple professional trades individuals, along with working with models to supplement talent needs. Our team filmed in two ranch locations, along with a high-end residential construction site and a large-scale commercial housing construction site.
