Ramon Ariel De Los Santos 

Creative Director / Educator / Copywriter


Client: Timberland
Role: Lead Creative Director
Agency/Brand: Obsidianworks (In partnership with 160over90)

Challenge: Celebrate the deep connection of Timberland and Hip Hop through their iconic yellow boot, with a new product that celebrates the 50th Anniversary of both. Although Timberland understands its cultural cache and place in the world of hip-hop today, the challenge was to acknowledge the culture in a way that doesn’t take credit for it.

Solution: Hand the mic over to rising artist Lola Brooke, to perform a poem for Hip Hop and the boot it elevated to icon status. Simultaniously celebrating the culture, and higlighting a product with design cues inspired by the 50th anniversary of Hip Hop.