client. timberland
brief. Social strategy | Instagram, Facebook, YouTube | 7 European markets  
role. art director | design director
awards. CMA awards Best Social / shortlist

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Seven European markets. One brief. And a product that deserved better than the formula.
 

Young Europeans could already see the seams on standard footwear advertising. So instead of models, we cast real emerging creatives — musicians, artists, athletes at the early exciting part of their careers — and let their world shape the content. Three content pillars. Platform-native executions. Visual language pulled directly from the shoe's own textures and geometry.
 

The behind-the-scenes film became the highest-performing asset in the campaign. Authenticity, not production value, did the work.
 

Shortlisted: CMA Best Social. And changed how Timberland EU thought about content strategy going forward.