The LiveTribe directing duo of Kaia Lavender and Gary Ravenscroft recently had the opportunity to show off two Moabs – the National Park in Utah and the new line-up of high performance, highly-lauded shoes for Merrell®, the leading outdoor performance and lifestyle brand. The resulting spot titled, “Step Further,” highlights Merrell’s new Moab collection, an amazingly deep line-up of hiking boots.
“Merrell communicated to us the need to connect their Moab footwear with the next generation of outdoor enthusiasts,” says Lavender. “A new viewpoint on outdoor apparel. The idea was to capture exciting, cinematic visuals… to get viewers off their couches and to ‘Moab on.’
In the spot, young people are seen traversing two distinct locations, a rain forest in Oregon, and the dry desert of Utah. “Nothing in the spot follows tradition,” says Ravenscroft. “Both locations are epic, one is lush and verdant, the other is gold and grand. Both epic in scale, places people will want to visit.”
One young woman lets out an exhilarating scream. Hikers are running, moving fast and furious through forest and on the rocks. So are the cameras, making for a very dynamic, fast-paced commercial.
Gimbals, FPV drones and the newly released DJI 4D camera were employed to push the spot beyond the norm. The result was “Step Further” grading out as “Exceptional” in a Market Research Survey on the ad’s creative effectiveness (calculated by measuring viewer’s emotional response). Concludes Lavender, “The spot is about nature, and getting back into it.”
About LiveTribe
LiveTribe is a women-owned production company created to elevate brands both large and small. Our mission is to embrace a diversity of filmmakers, artists and producers who collaborate to break with the ordinary, and set trends with groundbreaking, compelling and occasionally disruptive advertising.
About MERRELL:
Merrell® exists to share the simple power of being outside and is committed to building an inclusive and sustainable environment for future generations to enjoy. As the global leader in outdoor active footwear with the Moab hiking boot and Jungle Moc, Merrell is focused on merging performance, styling, and comfort to empower all people to confidently explore the outdoors. Visit Merrell.com or follow us on social @Merrell. Merrell® is a division of Wolverine World Wide, Inc.(NYSE: WWW), one of the world's leading marketers and licensors of branded casual, active lifestyle, work, outdoor sport, athletic, children's and uniform footwear and apparel.
