Timberland This is your Canvas

In October 2023, Timberland launched a new range of premium products across NORA, EMEA and APAC. They took their iconic Original Timberland® Boot and applied a range of bold colours to the full silhouette.

Our sister agency, Rosie Lee Creative, developed the physical concept that separated Timberland’s illustrations into layers and allowed people to interact with them from within. In discussing what might be possible digitally, it seemed only natural to us to consider an AR experience, seeking to bring the illustrations to life in a similar way to the physical installations.

We settled on the idea of developing an Instagram filter to make sure the experience was accessible to as many people as possible and to improve sharability. Users no longer needed to be in-store to interact with the illustrations, they could do it from anywhere.

Our objective was to faithfully translate the illustrations from physical store into the digital space. Our challenges were to ensure minimal steps in the user journey, and to allow people to take part in the experience whether they were in a store or at home.

Users could access the experience simply by scanning a qr code or entering a short url.

The outcome was a huge success, and we found that we couldn’t stop playing with it ourselves!