TimberlandPro Setra
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Overview
Lightweight yet durable, the Setra work shoe brings the all-day comfort and stability needed for jobs that keep you on your feet. Our creative team was challenged with creating social and digital video content that would highlight the product features, while grabbing the attention of the viewer.
Approach
Through :15 second full CG animation, we took a deep dive into three distinct color combinations, highlighting product features that help workers remain comfortable through long durations of standing, walking and lifting. The result is a shoe that performs as well as it looks, and a welcome addition to the work wear of those we depend on.
Work wear is evolving. TimberlandPro is meeting the challenge of keeping today's work force cool and comfortable, by designing products that are inspired by athletic performance apparel and footwear. Because the folks who keep our keep our water clean, power our electric grid and build our infrastructure deserve gear that moves with them.
There were several features we wanted to make sure to highlight of the new Setra work shoe. First was the injection molded sole, the feature that gives the shoe its unique comfortability.
To make the formation of the sole we experimented with several liquid simulations to find the right blend of viscosity and foam-like cushion softness. Other key features were the stabilizing heel clip and the breathable mesh, both of which needed to be seen and understood in a short timeframe for the :15 and :06 social cut-downs.
To help hone in on the right style, we started by sourcing inspiration, and identifying key factors such as lighting, environment, movement and scene styling. Once we had a good idea what was working, we refined our design, story and camera animation in the storyboard and style frames.
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Liquid/Foam sole formation test.
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We always start with inspiration. Getting alignment on the end goal first, allows us to think broadly and present a wide range of possible outcomes.
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Storyboards that not only have detailed sketeched frames, but also reference points for the client and for the production team are key to keep everyone on the same page.
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