Casuals Collection

Founded in 1933, Boulet Boots is an iconic North American brand and the largest cowboy boot manufacturer in Canada. Known for its craftsmanship, the company sought to expand its audience with the launch of a more urban boot model, while staying true to its brand DNA.

Following an initial collaboration with 2 Square Films on a corporate video, Boulet Boots entrusted the team with the creation of a social-first promotional campaign, designed to support visibility, positioning, and conversion objectives.

2 Square Films created promotional capsules tailored to Instagram and Facebook, aligned with platform-specific usage: short formats optimized for mobile viewing and immediate visual hooks.

By opting for a streamlined production approach, 2 Square Films was able to prioritize media investment, define targeted audiences, and adapt messaging across Canadian and U.S. markets.

The campaign increased Boulet Boots’ visibility among a targeted urban audience, supported the launch of a new product, and reinforced the brand’s ability to evolve while honoring its heritage.

This project highlights 2 Square Films’ ability to create social-native content and align creative execution with paid media strategy and performance.