Merrell

In 2022, Merrell aimed to strengthen its connection to the “Back-to-School” and “Return-to-Campus” seasons—markets where it historically lacked strong brand association. They asked us to create a campaign that focused on building awareness among parents, college students, and educators that Merrell is not just an outdoor brand, but a lifestyle brand that blends style, function, and sustainability. The creative direction emphasized themes of creativity, exploration, and togetherness, with executions across digital, direct mail, retail windows, and web banners.