Every year Timberland launches its Construct 10061 design workshop in collaboration with CONCEPTKICKS to rethink every step of their boot making process. In 2022, innovative shoe designers together with Beyond Creative pushed the boundaries of product design to realise the extraordinary concepts of Timberland's Metaboots. We worked with Timberland to create a fully bespoke experience within Fortnite Creative centred on the design process behind these Metaboots, exploring new dimensions and involving youth audiences in boot innovation.
Bring the Construct: 10061’s design journey to a mass audience, in a virtual space.
Building on Timberland’s partnership with Epic Games’ Unreal Engine, we integrated the Construct: 10061 design journey into Fortnite, allowing players to experience the creativity and innovation behind it. It was important that this branded experience was authentic to Timberland’s brand values, whilst remaining engaging for younger audiences and meaningful to the Fortnite community.
To achieve this, we created an island that was split into two sections: the Virtual Design Lab and the Parkour Trails. The Virtual Design Lab is where Fortnite players start their journey. Mirroring the physical HQ in New Hampshire, they were able to catch a rare glimpse into Timberland’s innovation and design process. A video created by Metavision plays in the background on a Llamatron, introducing the concept and the in-game mission. The story of the design process was then gamified using the medium of the universally popular ‘deathrun’ game mode. Players had the opportunity to explore the different environments that inspired the metaboots and we included challenges and obstacles to make this discovery immersive. Upon completion of each Parkour Trail, the Metaboot is unveiled and as a reward, players can unlock special effects and earn XP.
The experience launched in Fortnite Creative with a physical crossover that saw it launch at Timberland’s flagship Orefici11 Store during Milan Design Week. In addition, the Forest Metaboot and other physical prototypes could be viewed in augmented reality and on the web through 3D modelling platform Sketchfab, introducing an unprecedented level of richness and detail. Finally, to generate wider buzz for the campaign, drive traffic to the experience, and create something exciting for the Fortnite community, SypherPK (a US-based streamer known for his Fortnite content) was enlisted to create a walkthrough YouTube video.