Trailscape // Merrell
Merrell wanted to launch their newest, most advanced hiking shoe, the Capra, in a big way. So, we took over the Sundance Film Festival with Merrell Trailscape, a first of its kind, fully immersive, virtual hike. Simply put, people move in the real world, and they control their movement in the virtual world. A very first for a brand. 4D elements like a rope bridge, a rumbling floor, a rock wall, and wind made the experience feel even more life like. In addition, every nook and cranny of the space was designed to inspire people to get outside – monitors showed stunning footage of our Dolomites trip, there were drink coasters with outdoor trivia, “Ten Best Hikes” books, hiking snacks, and Merrell gear was given away. The bars were wrapped in Merrell’s M-Select waterproof material and we built a goat head sculpture made completely of Capra hiking boots. We also partnered with Rolling Stone, creating an interview studio where Peter Travers spoke with filmmakers, celebrities, and festival talent.
Campaign Case Study
Trailscape Walkthrough
Creative Director/Copywriter: Rick McHugh
Creative Director/Art Director: Jude Senese