Built For The Bold

Timberland
Group Creative Director
Obsidianworks/160over90

For the dual 50th anniversary of Hip Hop and the Yellow Boot, we recognized that the brand couldn't claim the culture; it had to honor the architects. We handed the microphone, and the narrative, to rising star Lola Brooke, transforming a product launch into a lyrical tribute to the streets that elevated a humble work boot to icon status. By centering the artist's voice over the brand's corporate messaging, we acknowledged that while Timberland made the boot, Hip Hop made it fly.