BeeLine for Timberland

Presented by: Billionaire Boys Club

We were asked to explore iconic New York City scenes, with a focus on the ubiquitous relationship between common meeting spots, such as the local pizza shop, and how Timberland boots became fundamental to the culture and styles of New York.

This campaign stars New York City icon Jadakiss and his producer Aurora Anthony.

Earlier approaches took a dark and more gritty tone to accompany the scenes of New York City nighttime. We eventually decided that the project was better suited to an ethereal and inquisitive piece, giving the viewer the feeling of take-off as the video comes to a close. What we ended up with, was a piece that felt loose, improvisatory, and much like the introduction of a journey. 

The combination of jazz elements such as the drum kit and the saxophone blended with modern cinematic sounds such as slow-moving strings and synthesizers created a mood that was both gritty and grounded in New York, but also ethereal, evocative, and transcendental.

The structure of the final piece was built to be a single continuous build, ending with the shot of the iconic Timberland boot sitting on the pizza tray.