Agency: R/GA Sydney

Client: Timberland

Timberland boots were iconic in the ‘90s as an expression of identity, community and culture. Their popularity extended beyond the US, reaching Europe, Tokyo and Australia.

Timberland faced the challenge of connecting with younger generations who didn't share the same nostalgic connection to the brand, so they engaged R/GA to revive the brand and share their rich history in the digital age.

We created TimbsTrails, an immersive web-based experience built on Unity WebGL, that takes users through Timberland’s rich history in the form of an interactive online game. Users are invited to explore the 6 trails, 15 unique environments, 96 content cards and cameos from 90's icons while collecting Timberland boots.

As Senior Producer, I took on the project mid-way through and led the team to deliver throughout the iterative design, development and QA. Our team was made up of an internal creative team at R/GA and an external team for the build, as well as multiple client stakeholders.

TimbsTrails reached over 23 million sneakerheads, with 41% more likely to buy from Timberland as a result.