June 2016
What we did
Brand building / Product promotion / Film / Interactive

Helping launch a global shoe phenomenon

Allbirds brand launch video

We worked with Tim Brown to launch Allbirds in 2016, crafting the storyline and content that would communicate his unique idea to the world and result in a global shoe phenomenon.


Allbirds started just like every startup - with big ambition and lean on cash. Tim Brown came to us to help create a brand video that would communicate his unique idea and launch it to the world.


We first worked with the Allbirds team to define the brand, balancing their unique Kiwi sensibility with sophisticated global appeal to attract consumers from all walks of life.

For the launch film, we wanted to communicate the values of a brand that's fun, not too serious and all about comfort, and introduce Allbirds’ first shoe - the Wool Runner. We had to be smart about communicating Allbirds’ big ambition on a shoestring (see what we did there?). So, with Tim as talent and a small dedicated production crew, we shot the video on a classic New Zealand farm and coupled the footage with some fun subtitles that capitalised on the classic kiwi mumble.

The resulting 90-second film had a kiwi core, and reached for a lofty goal of changing the world, one shoe at a time. Well, maybe two shoes at a time. No one buys one shoe.


We don’t want to take the credit, but Allbirds did go on to become a global shoe phenomenon… so there’s that.

The success of the launch film also resulted in us working together again in 2017 to create a 30-second product spot to launch the brand’s second shoe - the Wool Lounger, and a 360-degree film that took viewers on a global journey of how Allbirds shoes are made. Starting in the brand’s flagship store in San Francisco, the two and a half minute film takes the audience from sheep shearing in New Zealand, to the wool mill in Italy, and then to the Allbirds factory in Korea, with viewers able to explore a 360 view throughout.

Wool Lounger launch video
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360-degree video