In partnership with radio station Balamii, we transformed London Fashion Week into a live platform for next-generation musical talent, positioning Timberland as an active force in contemporary culture.
Timberland briefed us to deliver an iconic London Fashion Week moment to launch their Fall 2025 campaign, Advice of an Icon. To celebrate the unapologetic spirit of the Yellow Boot, we designed, produced and delivered a culturally disruptive experience that put community and creativity at the forefront.
We set out to design an authentic and culturally relevant moment that would connect Timberland’s legacy to a new generation. In partnership with Balamii, we built a citywide talent platform and retail mechanic that opened access to the stage and brought Timberland’s values of resilience and self-expression to life through action as well as messaging.
Boundaries between audience and performer dissolved. A transparent glass booth acted as studio, stage and installation – fully visible from every angle. Across the night, the space continuously transformed, from live recording sessions, to freestyle cyphers, to DJ-led performances. The illuminated ceiling responded dynamically to sound, while projected advice from cultural icons layered narrative into the environment.
The experience drew from pirate radio, MC cyphers and grassroots talent pathways. Balamii – known for championing grassroots talent – ensured credibility within the scene. Artists like Skepta, Novelist and M1onTheBeat appeared alongside one lucky competition winner, reflecting that icons in London are not distant, but are part of an ongoing, community-driven lineage.
Our approach successfully celebrated iconicity through community, creativity and cultural connection. The DJ booth became a standout moment, reinforcing Timberland’s heritage with contemporary relevance. The campaign drove hundreds of social posts, 20,000 engagements and a 900 million global reach but, most importantly, gave the stage to a new generation of talent.
CLIENT: TIMBERLAND
WHAT WE DID: CONCEPT, DESIGN, PRODUCTION
LOCATION: LONDON
SEEN IN: HYPEBEAST, DANCEWAX