The Merrell 1TRL FW23 heritage collection was about soft product materials and textures. We captured the silhouettes’ relaxed nature by combining close-up texture shots of the product with soft and cosy styling.

We created visually interesting product splits by combining close-up texture shots of the product and styling hand actions with knee-down and product-only shots for super elevated but natural imagery.

The overlay type was implemented similarly to the print ads done in tier 1 publications, calling out each product’s tech and benefits. Our in-house creative team shot the campaign in our in-house studio. The campaign launched with stills across social media.

This ad hoc shoot style is natural for us as Merrell 1TRL’s lead creative agency. As a part of our role, we are always on hand to create reactive content throughout each season. This can be in the form of in-house creative and production, as well as teaming with collaboration partners, content creators, and influencers.

It’s crucial that any content created throughout a season aligns with the overarching creative direction set for the season. We ensure all supporting content does this, even on a low budget, by closely managing and producing work with partners and using our expert in-house team.