Timberland Trail Work Collection is geared toward the weekend warrior who, whether it be work or play, always finds an activity that seems to involve dirt.
Timberland PRO needed a campaign to accomplish two things: introduce two new sub-brands targeting the food service industry, and tactical/first responders, while ALSO highlighting their Anti-Fatigue Technology. Oh, and they also needed names for these new product lines (Black, and Valor) which I came up with.
Helcor is the toughest leather out there. Or so I've been told. So that makes this boot one of the toughest we've ever made.
From web to social to email and in-store, I helped DXL find the new tone (a bit of wit and dash of personality) for their 2024 campaign.
We needed to create a print piece that showcased Lesley’s undergraduate programs, one that worked for both students and parents. And we had to have it in the mail in a matter of weeks. Working closely with the Creative Director, we delivered a succinct and compact piece that highlighted the school’s personality, showed off its amazing campus, and all the great reasons to choose Lesley. The piece helped generate an increase in undergrad applications that fall/winter, exceeding university goals.
(FYI, it’s an accordion fold with some cool die cuts you can’t see here…)
From 16 year old kids hunting for the perfect school (not to mention their parents), to adult career changers, to alumni and donors, Lesley University means many different things to many different people. My job was to ensure we were communicating the right way to whoever we were talking to, while still keeping the Lesley personality.
Here are just a few of the better received (and performing) emails I’ve had the pleasure to write.
The "Bootisms" campaign was created to personify Timberland boots, giving them characteristics that make them the coolest things in your closet. It gained momentum on social media, and it made its way into stores, emails, and on timberland.com.
On some of these I wrote the scripts, in others I wrote the words on the screen and concepted the idea, and in some I was the interviewer. In all of them, I was part of the editing process. Some we had a big-ish budget to work with. Some, we were lucky to have our lunch paid for.
Codelab wanted to stand out amongst the cluttered, clumsy competition in their space of deploying software for financial institutions. They loved the humor and wit I brought to this line-driven campaign, and eventually the company was bought for a handsome price. I saw none of that.
Just a few odd and ends.
Need an experienced hand/arm/wrist model? Probably not. But when Timberland needed someone to model their line of men’s watches, had $0 to pay anyone, and I was kind of the only one around who fit the wardrobe, well…they knew they had their man.
