MTL
MERRELL 1TRL

RESEARCH & INSIGHT.  CREATIVE STRATEGY.  CAMPAIGN CREATIVE.  SHOOT PRODUCTION.  SOCIAL STRATEGY.  SOCIAL ROLLOUT.  SEEDING.

The Merrell Test Lab (MTL) range acts as a product advancement incubator for the next evolution of performance footwear for the trail, as performance-leaning models are tested and developed in collaboration with real athletes.

For the 2022 MTL vs the machine campaign, we take the MTL Long Sky 2 all-terrain aggressive trail runner and MTL MQM hybrid shoe up against an off-road 4x4 vehicle across sand, earth and water environments.

Created to tackle varied conditions found on a singular trail, the MTL Long Sky 2 is a quick-drying, lightweight trail runner that brings the rugged ingenuity of a hiking shoe into a model built for racing. We developed a calculated and scientific visual and graphical treatment around the test lab aesthetic.

The matchup sees models trail run up the same terrain as the 4x4 vehicle to prove the pedigree of the MTL range outdoors. Want to know who won - Man or Machine? Check out the HERO film above. We launched the campaign using stills, and hero film across social channels, explicitly targeting the 1TRL communities feed.