Creative Direction
ART DIRECTION
BRIEF CRAFTING
SERVICES
When Merrell launched their futuristic, sustainable Hydro Bloom shoe, they had the unique opportunity to fill a gap in the market by establishing themselves as the go-to outdoors brand for Gen-Z. They just needed an in.THE CHALLENGE
Outdoor spaces as boundary-pushing as the Hydro Bloom.
Gen-Z's idea of the great outdoors is different from previous generations. As the most diverse gen in history, their relationship to nature has been shaped by a myriad of socio-economic and cultural influences. For them, an outdoor adventure often means spending time with friends off the trail, in immersive natural spaces situated within urban landscapes.
To get Gen-Z acquainted with Merrell, we decided to meet them where they’re at: outside and online.
We created a storytelling campaign that came alive on social, through organic short-form vertical videos filmed by Gen-Z creators in visual-forward spaces inspired by the bold, futuristic look of the shoe. From tide pools, to the LA River, our Gen-Z talent showed how the boundary-pushing Hydro Bloom was the ideal choice of footwear for a wide spectrum of experiences that pushed the boundaries of what it means to be outdoors.THE CREATIVE SOLUTION
CREATIVE DIRECTION
CREATIVE DIRECTION
ART DIRECTION
ART DIRECTION
THE RESULTS
14M+ collective TikTok views—one of Merrell’s most successful social campaigns ever.
500K+ engagements across TikTok, including likes, shares, saves, and comments.
30% increase in brand mentions and organic search traffic during the campaign period.
5x higher engagement rate than previous TikTok campaigns.
As Merrell’s highest performing social campaign, the results speak for themselves. Merrell love the way we seamlessly connected their heritage brand with a new audience, connecting the dots between fashion, art, and outdoors, and enamoring a new generation of their products.