“Made To Flex” is the most direct and effective way to communicate what Sensorflex represents. It speaks to the emotional benefit that feeling free allows, as well as the direct product benefit of having a durable and flexible boot.

We brought together our group of unique performers to a single location where we choreographed a story that takes us seamlessly from one performance to the next. Each performer had their own narrative within the story that highlighted their unique talent, then “passing the baton” to the next performers as the story continues.

The video culminated in an epic group moment that punctuated the video and reinforced SensorFlex as the catalyst for amazing, flexible moments. This video not only demonstrated the scale and power group flexibility, but it allowed us to create individual bite-size pieces of content that tell their own story.

The outcome was an efficient production that yielded over 15 different video cuts that have amassed millions of views and earned media. By leveraging unique talents and personalities that also had their own fans and followers, we were able to amplify the content in powerful ways without the traditional media investments normally needed for a campaign like this.

SensorFlex went on to their highest seasonal sales ever for Timberland, and the work continues to live on Timberland’s owned properties.