HYDRO MOC AT
MERRELL 1TRL
CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. RETAIL CREATIVE. MEDIA STRATEGY. OOH CREATIVE. SEEDING.
The Hydro Moc AT collection breaks the paradigm of the traditional hiking shoe to represent a push into the future of trail footwear. The concept drives energy into the Hydro Moc AT with a stylised creative treatment built on performance characteristics across all terrains.
The three-model Hydro Moc AT collection is derived from a design-led construction and performance integrity. The Hydro Moc 'AT' (All-Terrain) is an evolution of the iconic 'Hydro Moc', taking it out of the water and into varied environments.
Targeted at an illusive tier 1 audience who live on the progressive fringes of fashion, the creative demonstrated all-terrain with a wind tunnel test bed that examined the Hydro Moc AT against the elements. Water, earth and snow terrains were tested as the model strides towards the oncoming wind in a test of stability and grip across all three environments.
The result is a series of structurally imposing silhouettes for those who look beyond conventional expectations of the trail shoe aesthetic whilst demanding no compromise in comfort and function.
The creative demonstrated all-terrain with a wind tunnel test bed that tested the Hydro Moc AT against the elements.
The campaign launched with a 30-second master edit, 15-second shorts across social media, press ads and OOH advertising, including large-scale projections across London and on ecom using the Merrell homepage.
