Timberland x Mavantri | Greenstride & Eurohiker

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Client : Timberland

Project : Nature needs heroes, art needs muses

In early 2020, as the world tip-toed towards an unforeseen catastrophe, we were called up for our first “big gig”. One of our team members and co-founder, Marco, also known in the social realms under the pseudonym “Mavantri”, received an unexpected DM from the apparel giant. After an improv Zoom call with the point of contact atop a picturesque Italian rooftop where he lives, he came back to us with the project scope: art directing and illustrating the key visuals for Timberland’s new sustainable product line, Greenstride™

We put our hands to work and supported Marco with creative cues and leads to enrich his collage work. Under the creative direction of Circular Agency in Milano, the campaign began to take a life of its own. The final touch was due by the gifted Davide Pezza, an Italian 3D designer with a golden hand for motion who created the final promos. Promos which went on to be displayed in storefronts worldwide, banners, diverse digital media, and Timberland’s EU website.

Two years later, a second contact with the same person opened the doors to a new adventure. This time, it was the turn for the iconic Eurohiker to take the stage.

The Timberland creative team asked us to celebrate the shoe’s latest revamp. Most importantly, to showcase their novel “ReBottle” technology that allows them to reuse ocean plastic as a manufacturing material. Bottle that up.

To do so, we mashed the Eurohiker’s first sketches with scenes of mighty waterfalls and rumbling waves. The idea was simple: make it iconic, make it dynamic, make it [feel] waterproof. After the fact, our sound-design team hit a fierce home run with thematic sound bites to liven up each frame. Finally, the official clip rolled out across digital platforms, and so, the Eurohiker’s overhaul was celebrated!