When I joined Danner in 2020, the team had been working to relaunch their in-person factory tours…but the pandemic, of course, put a halt to that. As the Digital Marketing Manager, I led the initiative to explore a digital solution — what if anyone, anywhere could experience the magic and craft that takes place in the Danner boot factory?

My Art Director and I cooked up a concept that leaned heavily on the sensory experience of the Danner factory, with macro shots of skilled hands and diligently-recorded sound of the hundred-year-old machines at work. I wrote all the copy for this project, boiling down the essence of the complex processes at play to ensure any user could walk away with a new appreciation of what it takes to make a quality boot.