SS23: THE TRAIL THAT CAME BEFORE
MERRELL 1TRL
CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. RETAIL CREATIVE. MEDIA STRATEGY. OOH CREATIVE. SEEDING.
For Merrell 1TRL’s SS23, we created a creative direction that focuses on those living in the backcountry hardcore who have their own trail tails to tell.
The ‘Trail That Came Before’ re-introduces iconic heritage products shot alongside the Brooklyn Pigeon Crew, a hidden sub-culture deep within New York City's heart.
Melvin, a lifelong pigeon keeper, tells of his historic rooftop pastime of pigeon keeping. He explains how his inner-city trail disconnects him from the chaos below in return for a rooftop of solace and escapism.
We document those in the inner city searching for new ways to connect with the outdoors and the natural world. The 1TRL heritage collection does just that, re-elevating Merrell icons made for the wilderness for long-time city dwellers to wear on the modern-day inner-city trail.
The iconic Merrell Moab Mesa Luxe 1TRL and Eagle Luxe GTX 1TRL were launched with motion and stills across 1TRL channels to appeal to those who champion heritage in a world of lifestyle fashion.
