THE LINE THAT'S NEVER STRAIGHT
MERRELL 1TRL
CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. MEDIA STRATEGY. SEEDING.
The Line That’s Never Straight creative direction plays into the overarching 2024 Resident Outsider direction with the nuanced yet deliberate parallels with the craft and construction of the fly fisher. A lone entity with a zen-like mental state. Their uniform, prepped meticulously with pride for ultimate purpose, specifically their footwear - the Merrell 1TRL FW24 collection consisting of the Agility Peak 5 Zero GTX Zip Off, the Hut Moc 2 Packable Zip Off, and the Hydro Next Gen Boot.



Merrell 1TRL’s FW24 product evolutions build on and adjust previous iterations to create a more advanced, season-ready selection of functional footwear. Each piece is crafted with educated intuition and high-level design to be at one with the tonal autumnal color palettes and unpredictability of nature.




The beautiful and picturesque creative epitomised the story of craft and dedication behind the new silhouettes. A story of dedication, craft, and evolution, brought to life through the fly fisher.