01 / timberland x bee line by billionaire boys club
disruptive content creative
Campaign Strategy / Creative Direction / Talent Strategy / Content / Earned Media / Social + Outdoor
Reframed the launch of a new hiking silhouette for urban exploration through an unexpected creative world that connected outdoor utility with fashion, music and multicultural culture.
02 / context
the opportunity
Timberland and Bee Line by Billionaire Boys Club partnered to introduce a new hiking silhouette designed for urban terrain.
The product occupied an interesting space between outdoor performance and street culture. Its campaign needed to communicate function while creating a distinct identity for an audience that experienced exploration through cities, style and culture, not exclusively through the traditional outdoors.
Central Tension: Introduce an outdoor-inspired product without relying on the category’s expected landscapes, imagery or storytelling conventions.03 / STRATEGIC direction
STRATEGIC DIRECTION: REFRAME WHAT OUTDOOR EXPLORATION CAN LOOK LIKE.
RECOGNIZED
A conventional performance campaign would undersell what made the collaboration different. The product’s relevance came from its ability to move between outdoor utility and contemporary urban life.DECIDED
Build the campaign through an unexpected creative network, surreal visual language and talent with cultural resonance, then distribute that world across social-first content, earned media and outdoor advertising.WHY IT MATTERED
The strategy transformed the silhouette from functional footwear into a cultural and lifestyle proposition. It gave audiences a new way to understand both the product and the idea of exploration surrounding it.04 / STRATEGY IN MARKET
the execution
The campaign launched through a culture-first creative system that deliberately contrasted the product’s outdoor functionality with a more experimental visual world.
01 / CREATIVE PRODUCTION STRATEGY
Identified and enlisted producers connected to a popular creative network to develop a visual treatment that challenged conventional outdoor-product storytelling.
Their experience creating culturally resonant work around artists including A$AP Rocky, NIGO and Pharrell Williams brought a more experimental perspective to the campaign.
02 / disruptive campaign creative
Developed a system that opened up a creative direction that juxtaposed the hiking silhouette with unexpected, surreal environments and treatments.
The contrast gave the product a distinctive visual identity while reinforcing its ability to exist between performance, streetwear and culture.
03 / integrated execution
Built the distribution approach across traditional press, social-first video, Reels and outdoor advertising.
Each channel extended the same creative idea, allowing the campaign to move from digital attention into broader cultural visibility without fragmenting the story.05 / THE IMPACT
The campaign gave the new silhouette an identity that extended beyond product functionality, connecting outdoor innovation with the audiences and cultural environments surrounding Bee Line.
category reframing
Expanded the visual language of outdoor exploration by placing urban culture and self-expression at the center.channel coherence
Carried one recognizable campaign idea across content, social, earned media and outdoor advertising.audience expansion
Used culturally resonant talent and creative collaborators to open the campaign to broader multicultural audiences.
ecommerce + crm
Orchestrated a global B2C digital + retail marketing strategy with a 360 integrated approach for our stores in NYC, Miami, London, and Tokyo that aligned with Timerblerand's global launch at select stores.