Timberland Seek Out Campaign

This concept project is an expansion of the Timberland Seek Out campaign. I deeply enjoy word play so was excited for the opportunity to creatively juxtapose the outdoors vs the indoors, the natural vs the artificial, fluorescence vs sunshine. It was fun thinking of common phrases that you hear in corporate settings that reference the outdoors, and furthermore, turning those ideas on their heads as an encouragement to return to the natural world and leave the office.

The Original Campaign

The OG campaign that debuted in 2003 was meant to inspire workers to ditch their office jobs and embrace the great outdoors (preferably in some new Timberland Maddsens).

Each of the ads speaks to the suffocation of corporate interiors, and invites the viewer to embrace the call of the wild.

Re-imagined Campaign #1

Most of the original ads speak to the internal frustrations that someone may feel at being confined to such an "unnatural" environment.

I wanted my ads to build on this idea and take it one step further: it isn't just the physical space that's hurting you, it's the people you must share the space with.

Re-imagined Campaign #2

Most people who are avid outdoorsmen tend to also identify as introverts. But not all introverts would consider themselves outdoorsmen. I wanted this campaign to appeal to them.

Inside: dark, oppressive, invasive, predatory, endure
Outside: bright, freeing, unaggressive, peaceful, thrive

Timberland Seek Out Campaign

The Original Campaign

The OG campaign that debuted in 2003 was meant to inspire workers to ditch their office jobs and embrace the great outdoors (preferably in some new Timberland Maddsens). ​ Each of the ads speaks to the suffocation of corporate interiors, and invites the viewer to embrace the call of the wild.

Re-imagined Campaign #2

Most people who are avid outdoorsmen tend to also identify as introverts. But not all introverts would consider themselves outdoorsmen. I wanted this campaign to appeal to them. ​ Inside: dark, oppressive, invasive, predatory, endure Outside: bright, freeing, unaggressive, peaceful, thrive

The OG campaign that debuted in 2003 was meant to inspire workers to ditch their office jobs and embrace the great outdoors (preferably in some new Timberland Maddsens).

Each of the ads speaks to the suffocation of corporate interiors, and invites the viewer to embrace the call of the wild.

Most people who are avid outdoorsmen tend to also identify as introverts. But not all introverts would consider themselves outdoorsmen. I wanted this campaign to appeal to them.

Inside: dark, oppressive, invasive, predatory, endure
Outside: bright, freeing, unaggressive, peaceful, thrive