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LiveTribe Proves “Same Is Boring” For Merrell
- Friday, Jul. 29, 2022
Directors Kaia Lavender and Gary Ravenscroft Launch 2022 Pinnacle Trail Running Shoes from MERRELL Test Lab.
LiveTribe directors Kaia Lavender and Gary Ravenscroft recently helped Merrell, the world’s leading outdoor footwear brand, release it’s latest elite trail running shoes via an immersive and visceral one minute “Same is Boring.” spot. Designed through its Merrell Test Lab (MTL) product incubator, the new Long Sky 2 and MQM shoes give runners agility, versatility and protection in the roughest conditions.
“To celebrate this initial wave of shoe innovation and visually show the future of trail performance, Merrell tasked us with directing “Same is Boring,” a rallying cry celebrating the ever-changing nature of the trail,” says Lavender. “A call to get elite runners to choose Merrell for their trail running.”
“Same is Boring” begins with a cross-section of athletes bemoaning the state of “sameness” in running shoes. Enter Merrell’s 2022 Collection of trail running footwear for elite athletes. Easily traversing uneven terrain, a female runner tells viewers what’s not boring. “Trail races aren’t boring, streams aren’t boring, mountains aren’t boring,” the voiceover says “Running is sometimes up, sometimes down, then sometimes running for your life.” The new shoes are put through your paces, over trails and under water, runners joyfully never missing a beat.
“Trail running is an amazing activity” adds Ravenscroft. “A mix of serious athleticism with light-hearted frame of mind. You’re out in nature, running with friends. No big setups and clumsy camera rigs. We figured everything out in advance with our DP Jared Fadel. The result was footage shot with great agility and speed. Viewers feel right there with the runners, feeling what they feel out on the trail. The campaign turned out as planned, high energy, raw and honest.”
LiveTribe is a creative foundry that breaks with the ordinary by bringing together custom collaborations of directors and creative artists to produce original, compelling and occasionally disruptive content. We have grown into a service-centric production company big enough to handle the most ambitions productions, while maintaining the nimbleness found in a boutique-sized business.With backgrounds and skillsets running the gamut on both agency and production sides, LiveTribe’s mission is to elevate brands both large and small.
Our partners hail from some of the premiere agency and production resources in the business, attracted to being part of a group able to tap into numerous industry connections, be it in broadcast, digital or social media content. No matter the budget or scope, LiveTribe offers an opportunity to work with a variety of immensely talented directors able to address the needs of any project.
Merrell exists to share the simple power of being outside 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.
Prod Co: Livetribe Directors: Lavender & Ravenscroft, Exec Producer: John Haggerty, Producer: Andrew Denyer, DP: Jared Fadel, Stills Photographer: Will Saunders, Stills Assistant:Neal Handloser
Edit Co: Union Editorial Editor: Marco Perez
Color Co: Company 3 Colorists: Tyler Roth
SA Prod Co: Gatehouse Executive Producer : Bev Wynne, Line Producer: Laila Shand, Production Manager: Vanessa Haupt, Production Coordinator: Lunghi Zondi, 1st Assistant Director: Alicia Jordaan, Concierge: Adeeb Homeyer, Script Supervisor: Aparna Jayachandran, Loc & Unit Manager: Derek Raeburn, Focus Puller A Cam: Alex Ford Robertson, Gimble Op: Andre Roux, Drone Pilot: Timothee Ferreira, Sound Mixer: Glen van Staden, Lights: Marcel Shimba, Grip: Quevin Diakazebi, Art Director: Laura Mcgregor, Wardrobe Stylist: Catherine De Reuck ,Key Make Up/ Hair: Carla Fourie, SFX: Jordan le Roux,
Casting: BR Casting
Talent: Daneil Feldmann, Michaela Cliffords, Aiden Bennets, Sibosiso Sodlaka, Georgia Tindley