How I Helped Capture Timberland’s Two-City Activation: A Case Study for Marketing Agencies
Published on: November 3, 2025
When it comes to brand activations, the experience doesn't stop when the event ends—it lives on through content. Video, photography, and social media edits play a huge role in amplifying reach and connecting with audiences long after the pop-up tents come down.
That’s exactly why Newbridge Marketing brought me in to support a nationwide Timberland campaign. With multiple activations planned across the U.S., my role was to provide photo and video content for two key cities: Washington, D.C. and Detroit, Michigan. The goal was to not only capture the events in real time, but to also provide high-quality deliverables—sometimes within hours—that Timberland’s social media team could use right away.
As a Bay Area-based creative professional, I specialize in producing branded content for events and activations—offering videography, photography, drone work, and fast-turnaround editing. For any agency looking for a trusted content partner for large-scale or multi-city campaigns, this case study shows exactly how I work and what I bring to the table.
About the Campaign: Timberland’s Nationwide Pop-Up Tour
Timberland’s activations were part of a national strategy to reconnect with local communities and generate excitement around new store openings. Each event featured interactive stations, branded installations, and local flavor—from custom leatherworking demonstrations to live DJs and dance crews.
The activations were intentionally designed to be visually engaging, highly shareable, and culturally relevant. They weren’t just about showcasing Timberland’s product—they were about storytelling, immersion, and connection. My job was to translate all of that into compelling content that could drive engagement both during and after the event.
My Role: Creative Partner / Not Just a Videographer
Although the official scope of work was content creation, my approach went far beyond simply showing up and filming. I collaborated closely with the marketing teams at both Newbridge and Timberland to understand the creative direction and what success would look like for each event.
For both cities, I handled on-the-ground content production across three key areas: photography, video, and editing. That included capturing the full range of activities happening at the activation, conducting short-form interviews with attendees, filming b-roll in the city beforehand, and providing edited deliverables on an extremely fast timeline.
I was also responsible for bringing the brand’s visual identity to life. Timberland wanted a retro, street-style aesthetic, so I leaned into wide-angle lenses, quick handheld movements, and time-lapse sequences to create a vibe that felt energetic and nostalgic all at once. The edits were designed to be immediately usable on platforms like Instagram and TikTok, with a focus on movement, people, and culture.
Creative Problem Solving in Washington D.C.
The D.C. activation came with a unique challenge—flying drones within city limits is highly restricted due to FAA regulations. That meant no aerial shots, which are typically a core part of my visual storytelling.
Rather than sacrifice the scale and cinematic quality drone footage provides, I improvised by rigging a GoPro to a tall light stand to simulate an elevated view. I used this setup to capture the crowd from above, mimicking the movement and scale that drone footage typically offers. It was a creative workaround that allowed me to maintain the visual rhythm and production quality of the content without compromising on safety or legality.
Additionally, I filmed pre-event b-roll around D.C., following the Timberland “boot vehicle” as it passed landmarks like the White House and Washington Monument. This helped ground the activation in its specific location and added local flavor to the final deliverables.
The same-day editing component added another layer of intensity. Within hours of filming, I delivered polished selects and video edits to Timberland’s social media team. The quick turnaround ensured that the momentum of the event carried over into online engagement.
Detroit: Aerial Freedom and Narrative Storytelling
Unlike D.C., the Detroit activation allowed for drone usage, and I took full advantage of the city’s expansive skyline and open-air energy. The boot vehicle cruised past iconic locations including local sports stadiums and the waterfront, and I was able to pair aerial footage with ground-level shots to create dynamic transitions and movement.
What made the Detroit activation unique was the emphasis on community interaction. Timberland brought in a local dance crew to perform mid-day, which generated an impromptu street party atmosphere. People weren’t just attending the event—they were participating, dancing, and celebrating.
To reflect that energy, I focused on capturing authentic crowd reactions and spontaneous moments. I also incorporated on-the-street interviews with attendees to give the video a more narrative structure. These first-hand soundbites added personality and helped showcase the emotional impact of the event on the local community.
In both cities, the combination of pre-event b-roll, aerial footage, branded installations, and real-time edits resulted in a library of usable content that Timberland was able to repurpose across their social and digital channels.
Meeting the Moment: The Challenge of Same-Day Delivery
One of the most demanding aspects of this project was the speed at which content needed to be delivered. In both cities, I was tasked with providing edited video and photo assets within a 24-hour window—sometimes even faster.
To make this possible, I developed a streamlined workflow that allowed me to shoot, organize, edit, and export content quickly while maintaining high production standards. My editing station was always close by, and I used pre-built templates and LUTs to match the brand’s desired look across every clip.
Having that kind of infrastructure in place is essential when working on high-stakes brand activations. There's no time for file mismanagement, software issues, or indecision. Everything needs to be intentional and efficient, and that's where experience really comes into play.
These types of fast-turn projects demand both creative flexibility and technical precision. They require someone who understands brand strategy and visual storytelling just as much as camera gear and editing software. That’s the space where I thrive—and where I add the most value as a partner.
Why It Worked: Collaboration, Trust, and Creative Direction
This campaign was successful not just because of the content itself, but because of the collaborative nature of the process.
I worked closely with Timberland’s brand and social teams to align on goals, content needs, and visual language.
Even with a pre-set shot list, I was given creative freedom to adapt based on what I saw unfolding in real time. Whether that meant grabbing an unscripted moment of someone dancing in the street or using a new lens to capture an unexpected angle, I was trusted to use my eye to tell the story in the most engaging way possible.
Trust is a huge part of what makes creative partnerships successful—especially in fast-paced environments. I aim to be the kind of collaborator who brings ideas to the table, solves problems on the fly, and ultimately delivers content that both reflects and elevates the brand experience.
Results That Mattered: Engagement & Visibility
Both activations were extremely well-received, and the content we created outperformed metrics from other cities in the same campaign. Engagement was high across platforms, and the social media assets we produced played a key role in extending the reach and resonance of the in-person experiences.
Attendees felt seen. Communities felt represented. And the brand felt modern, relevant, and deeply connected to its audience.
More importantly, this project reinforced the idea that smart, intentional content can transform a physical event into a lasting brand story. That’s the power of working with a creative partner who understands both the art and the strategy of content creation.
What to Look for in a Content Partner
If you're an agency planning a pop-up event or branded activation, the right content partner makes all the difference. You don’t just want someone who can shoot—you want someone who understands brand voice, audience behavior, and how to create meaningful engagement through visuals.
Here’s what I bring to every project:
Strategic content planning and real-time flexibility
High-quality photo, video, and drone production
Professionalism and collaboration with agency and brand teams
Fast turnaround times without compromising quality
Whether you're working with a major footwear brand or a rising startup, the approach is the same: understand the goals, capture the essence, and deliver assets that actually move the needle.
Based in the Bay Area, Available Nationwide
While this project took me to the East Coast and Midwest, Kasey Bruce Media is based in the San Francisco Bay Area and available for projects throughout San Francisco, Oakland, San Jose, and beyond.
I frequently travel for client work and am always open to collaborating with marketing agencies on activations, events, and brand campaigns that need high-level content delivered quickly and professionally.
If you're planning something big and need a creative partner who can match your momentum, let's talk.
Final Thoughts: Elevating Brand Activations Through Storytelling
Timberland’s multi-city activation was about celebrating identity, community, and culture.
It was an impressive marketing effort that deserved to be captured with energy & creativity.
For agencies looking to amplify brand experiences through high-quality visual marketing, working with the right content partner ensures that every moment is not only documented, but turned into something that lasts.
If that’s what you’re looking for, we’d love to be your go-to creative partner!
