Since 1981 Merrell has made some of the best hiking and outdoor products on the market. We’ve spent the last several years developing global campaigns and digital content to hone a pointed and relevant identity for the brand — a brand that now exceeds $500 million in global revenue.
We needed a new way to tell the whole story of Merrell’s complex, performance-driven shoes while enhancing — not interrupting — the purchasing process. Enter the productorial: robust digital experiences that are shot, designed, written, and built by Someoddpilot to specifically communicate the product’s unique branded tech story.
To celebrate their 30th anniversary we launched the Origins Collection campaign, tracing Merrell’s roots back to 1981 when three guys joined forces to make technical gear for bona fide outdoor adventurers. We had some big goals: drive Merrell back to their hiking boot origins, and use the hip throwback designs to capture the attention of the influencers who think of a walk to brunch as a “hike”. To make this happen we scouted fashionable outdoor enthusiasts to dually serve as brand ambassadors and models, and flew to Telluride for the perfect scenic backdrop. After the shoot we came home to design the collection’s packaging, run their social and editorial feeds, reskin the site to promote the campaign, and establish an immersive brand history.
To tell the story of Merrell’s Vendemmia line — premium leather shoes for a discerning consumer — we traveled to the Alps and the vineyards of Northern Italy to shoot the story of the ‘grape harvest,’ capturing the essence of individuals coming together in the idyllic mountainsides and vineyards. To roll out the launch, we created a logo, voice, and photo treatment and in doing so we formally introduced this deluxe collection to the world as both a lifestyle and a mindset.