College activation with New Bridge Marketing Group

If you’re a marketing agency looking for a reliable creative partner to produce high-quality video, photo, and drone content for your next big activation, this one’s for you.

Earlier this year, I partnered with Newbridge Marketing to support their client, Timberland, in producing a two-city pop-up event experience. My role was to lead content strategy, capture the energy of each city through photography and video, and deliver edited content (sometimes within hours)for Timberland’s social media team.

Here’s how it went.

The Goal: Pop-Up Activations with a Purpose

This campaign was all about generating buzz for Timberland’s new store openings. The brand was activating markets across the U.S., and I was brought in to capture the pop-ups in Washington D.C. and Detroit, MI. My job was to make sure the creative vision came through loud and clear, showcasing the Timberland lifestyle and creating social-ready assets fast.

This Activation wasn’t just a “photo op”. Timberland created full-scale, community-focused events with DJs, live dancing, leatherworking, custom keychain stations, scavenger hunts, and giveaways.

My job was to help document both cities and make it look exciting for social.

Capturing Energy and Culture in Real Time:

From the beginning, we knew speed and storytelling would be key.

I worked closely with Timberland’s social media and brand teams to ensure all content aligned with their creative direction—especially their desire for a retro street-style feel. To match that, I used wide-angle lenses, time-lapses, and dynamic handheld camera movements to mimic an old-school documentary vibe.

I also brought a full gear kit to each location: multiple cameras, audio setups, and (where legal) drones.

• In D.C., I wasn’t allowed to fly drones due to airspace laws—so I got scrappy. I used a GoPro rigged on a light stand to simulate aerial views, giving the team that elevated perspective they wanted.

• In Detroit, I had full drone access. That, combined with interviews on the street and skyline b-roll, helped me build a narrative-rich edit that showed both the heart of the community and the energy of the event.

We filmed for three days in each city and also captured pre-event promotional footage. Think: the iconic Timberland boot being driven past D.C. landmarks like the White House and Washington Monument, and in Detroit past stadiums and along the waterfront.

The Real Challenge? Turnaround Time.

The Timberland team needed social content fast—sometimes same-day. I provided real-time editing, turning around photo selects and short-form videos within 24 hours so the social team could publish while the energy was still hot.

This is where strategic planning and fast-paced execution really paid off.

Engagement + Creativity That Scales

Both activations were a huge success. So much so that our content outperformed other cities in the campaign, including Atlanta. The local communities showed up big. People danced in the streets, lined up for custom prizes, and fully engaged with the brand’s presence in their neighborhoods.

These kinds of brand experiences are built to be documented, and that’s where my team comes in. |
We don’t just show up and press record…we strategize, pivot when needed, and make sure the final product aligns with both the vibe and the vision.

Why This Matters for Agencies

If you’re an agency planning activations, you already know how many moving parts there are. You need creative partners who don’t just follow a shot list but who can collaborate, problem-solve, and represent your client’s brand with intention.

At Kasey Bruce Media, we specialize in providing high-quality, fast-turnaround photo, video, and drone content for brand activations across the country. We're based in the San Francisco Bay Area but available for travel and we love working with creative teams to bring big ideas to life.

Whether your event is on a rooftop in Oakland or a street corner in D.C., we bring the gear, strategy, and creative energy to capture the moment!