How could Merrell reintroduce itself as a modern outdoor brand?


Activation, Digital, Experiential, Social, Virtual Reality

You know you’ve designed a good virtual-reality experience when people emerge with knees trembling and mouths smiling. 

At Sundance 2015, we helped Merrell create #TrailScape – an immersive journey that transported people to a virtual Merrell base camp in the mountains. They balanced along rock ledges and traversed a suspension bridge between peaks, inspiring them to connect with the awe of the outdoors. #TrailScape was the first commercial in-motion Oculus Rift experience that allowed the user to explore freely while wearing a headset equipped with motion-capture technology. It’s been nominated for several awards, including One Show and the ADC.

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  • 187MM earned impressions
  • 45% lift in consideration among target
  • 900% increase in social conversation around Merrell
  • 4000 incremental pairs of shoes purchased on

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