Nature Needs Heroes Tour

Sure, it's an iconic boot. But Timberland also uses sustainable materials and plants millions of trees. Problem was, no one knew buying a shoe could mean helping Earth.


To transform perceptions, my agency created a giant bootprint in New York and Boston. We partnered with influencers and non-profits to bring the brand mantra, "Nature Needs Heroes," to life. Each tread was made from an awning that covered a different brand experience where visitors could become heroes themselves. 

I helped develop the concept, marketing, and on-site messaging, leading with the event rally cry, “Leave Your Mark.”

A Look at the Event

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The bootprint from above

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The entrance


Inside the bootprint

Hero Quiz

Visitors joined in by pledging to help the environment. To engage passersby, I pitched a quiz that made pledging personal and fun. Our hero quiz tied the product to the pledge and drew inspiration from the 9 enneagram types, ensuring results would be accurate. 

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Event Signage

Equal parts navigation and inspiration

Welcome Rotunda Pillars Print Ready - Cr
Welcome Rotunda Pillars Print Ready - Cr
Welcome Rotunda Pillars Print Ready - Cr