SS21 CAMPAIGN
MERRELL 1TRL
RESEARCH & INSIGHT. CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. MEDIA STRATEGY. OOH CREATIVE. SEEDING. INFLUENCER ENGAGEMENT.
Traditionally, the outdoor footwear market is depicted in the same way. It's almost always based on the purity of the hike. The Merrell 1TRL Spring/Summer 21 collection signified a departure from constructs that drive the outdoor industry through an exploration of footwear design embodied through its creative execution.
Inspired by the poetry of celestial jazz composer Sun Ra, we created a platform that married escapism with the audience's desire for an experience outside the outdoor market's traditions. The concept captured this move away from the well-trodden track, showing our audience there is more to the trail than hiking.
A platform that married escapism with our audience’s desire for an experience outside the outdoor market's traditions.
We employed the lens of photographer Liam MacRae to shoot the campaign in the backcountry hardcore of California, featuring a group of unique individuals as they re-energise their spirit in the natural world. The campaign film consists of footage of the moments between the hike, backed up by both campaign & product photography.
Since its inception, 1TRL has created a distinct imprint of the master brand that resonates with a style-conscious audience engaging with the modern outdoors standard. The complete concept, creative direction, and strategic rollout were delivered by our team, creating a set of guidelines, PR pack, lookbook and accompanying assets for select retailers to use in their own materials.
