Timberland was originally built for work in the brutal New England winters. Over time, it’s become known for its perch in culture—in particular across fashion and hip hop. What makes both a construction worker in subzero temperatures and an MC dropping bars in the studio both embrace Timberland? The unifying attribute: boldness in its various forms. So as we completely tore down and built back up the brand ahead of its 50th anniversary, I pointed my flare gun at the sky and Timberland became ‘Built for the Bold’.

Every touchpoint around the world had to reflect this and the modern reality of Timberland, from the 60 second Mary J. Blige-narrated spot to the localized out-of-home pieces featuring creators and workers of all kinds to the social media posts set to inspire the next bold generation of those who get shit done.

BONUS: The Queen of hip-hop soul herself, Mary J. Blige on my script that she read for the TV spot: “I love it. The words are so strong. This represents my life.”