TRAILS OF THE UNEXPECTED
MERRELL 1TRL
RESEARCH & INSIGHT. CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. MEDIA STRATEGY. SEEDING. INFLUENCER ENGAGEMENT.
Merrell 1TRL pushes the boundaries of the future trail with Trails Of The Unexpected. For the SS23 1TRL performance collection, we employed those who authentically live on the fringes to explore Valle De Bravo, Mexico, and showcase the collection in its natural environment.
Kane Ocean and Tristan M-C led the way, directing and capturing the series on super 16mm film. They were joined by Patrick Holland, Fernanda Álvarez and local dirt bikers as they travelled across the Mexican state of Edomex.
The adventures go over rooftops and wooded mountains, down forest river trails, across sand, rock and concrete flats, beside lakes and airborne as they modelled the next season of innovation and versatility; the Hut Moc 2 Packable and modular Hydro Moc AT Cage, SS insert, and SS mid-insert.
The creative was complete with music from Jump Source, styling from Salvador Cosio and handmade pieces from Colin Meredith.
Launched across 1TRL channels, we were able to showcase the SS23 performance collection with a narrative that matched its all-terrain attributes and exploratory design.
