Great and Stunning: The innovative Timberland Campaign

For the launch of its latest pair of shoes, Timberland brand appealed to Fubiz to set up a creative campaign, arranged under the sign of flexibility.

At the heart of this project: the Radford model , inspired by the classic style of the Yellow Boot, iconic shoe of the brand. By introducing SensorFlex technology, a hybrid foam and rubber sole, Timberland offers its consumers a much lighter and more flexible shoe, distributed with the slogan "Let's Flex".
To give unique and original visibility to the "Let's Flex" campaign, Timberland has chosen to focus on a creative interpretation of the shoe. Fubiz has selected for them an independent studio based in Paris: the studio ELMO .

The creative universe of ELMO is essentially made of machines, assembled together to make visual changes or produce staging effects.
To highlight the Radford, the studio teams chose to show the shoe on a treadmill. It goes through the key stages of an assembly line, the mechanical elements that come together test and approve its flexibility and mobility. We discover a soft shoe, able to move, to bend and be comfortable in its environment.

The entire creation Timberland X Elmo was designed in a tone both industrial and urban, and for good reason, it is exposed in the heart of the Gare de Lyon in Paris. Throughout the month of November, the creation covers the huge tarpaulin of the Gare de Lyon: 100 meters long and 400 square meters of innovation and creativity.