Paul Silverman, Creative Director/Copywriter
Margaret McGovern, Art Director
Paul Giraud, Photographer
Jon Krakauer, Photographer
John Holt Studio, Product
At one point, the creative team at Mullen offered to put a black bar over a bare behind in the Timberland ads.
"It was the butt of a lot of controversy," jokes Paul Silverman, agency creative director. "But Timberland is more adventurous and they-their products and their executives-allow you to do things that are bolder and more daring."
And that's the image Timberland wants for its apparel: gritty, outdoorsy, durable and rugged, for "times when your own skin isn't enough."
Muddy women pushing Jeeps, naked men on the frozen tundra have created that image.
During a photo shoot in the Washington Cascades, a hungry cow tested Timberland's durability by chomping on one of the many boots strewn about the location. The boot withstood the attack.
"Not only are Timberland boots waterproof, but they're cowproof, too," notes Mr. Silverman.