Photography, web design and development, branding, print ads, packaging and video for a global shoe brand.
The Best In The World.
The Merrell Origins story begins in 1981 when Clark Mattis and Randy Merrell designed a light, athletic hiking boot specifically for American terrain, launching the outdoor recreation craze of the 1980’s and 90’s. They were serious craftsman and outdoor athletes with a singular vision: to create footwear that would be considered “The Best in the World”.
In 2011, Merrell wanted to celebrate it’s origins and re-launch these classic footwear designs, while engaging a young, urban, influencer demographic. Using the product as our jumping off point, we created a 360 campaign: original photography, web design, video, social media campaign (including a staff writer dedicated to blogging on the Merrell site, tumblr, Twitter, Facebook and PR relationships), packaging design and prints ads.
That good ol’ grandma sweater smell.
Deep-dive competitive, cultural, and consumer research led to the birth of the “Best In The World” branding concept, which put a unique athletic performance spin on the booming heritage trend. Mining the founders’ original enthusiasm and effortless style in the outdoors, we headed to Telluride to shoot sweeping mountain vistas at 13,000 feet, sourced 30-year-old hand-knit Swedish sweaters and cast outdoor athletes as models.
We were inspired. In addition to styling and shooting the photography ourselves, we wrote, shot and edited three Wes Anderson-inspired short films, produced print ads, wrote copy, designed and built the website, and crafted limited edition panoramic shoeboxes. We did everything but manufacture the shoes.