FROM LABOR TO LEGACY: A BRAND ANTHEM
ROLE:
CREATIVE DIRECTOR
TEAM:
KRIS ROLLER
NICK GUIARD
JAY KOLSCH
BACKGROUND:
This concept explores the generational narrative of the trades industry, spotlighting the enduring quality of Timberland PRO products and the profound familial bonds they inspire. Through poignant storytelling and evocative visuals, Timberland seeks to forge a profound connection with our audience, celebrating both Timberland’s storied heritage and relentless pursuit of innovation with their unwavering values and aspirational ideals
The Story
In the heart of rural America, a father instills the values of hard work and dedication in his children on their family farm. From feeding animals and plowing fields to repairing equipment, the children learn the skills and perseverance that will shape their futures. As they grow older, their interests evolve: the daughter becomes a skilled residential home builder, and the son excels in excavation. Both carry forward the lessons from their upbringing, now wearing Timberland PRO boots, a symbol of the durability and reliability that supports their demanding professions. This legacy of hard work and craftsmanship transcends generations, building a bridge from the fields of their childhood to the construction sites of their adulthood.
Father and Daughter
The daughter learns the values of hard work and dedication as she grows up, aspiring to follow a path that will lead her to become a skilled carpenter, building homes for families in need.
Father and Son
The son truly excels in the intricate art of excavation. He discovers that hard work, coupled with a steadfast dedication to his craft, is ultimately what success is all about in his personal and professional life.
