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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.
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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.
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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.