The Challenge

“If you lack focus. Look into nature, and then you will understand it better.” In this day and age, Einstein’s quote resonates with all of us more than ever. As our world becomes more connected and cluttered, the ability to fully concentrate on the moment and truly see is becoming more of a challenge.
Over three decades ago, Randy Merrell began designing and manufacturing handmade custom boots for a small group of outdoor enthusiasts. Today, Merrell takes innovation to an all-new elevation. Their products help people find their way through dependability and comfort.

The Solution

Storytelling is at the core of Merrell’s culture. Their boots give us a firm foundation for our adventures. Nature photographer and visual content artist, Steve Garcia, enjoys digital disconnections. In a recent interview with him, he referenced Ansel Adams. Adams once said, “When words become unclear, I shall focus with photographs. When images become inadequate, I shall be content with silence.”
The 900lbs Team produced a compelling visual story that takes the viewer on a journey with Garcia. We also created versions that integrated Merrell’s core design values in a subtle way. We wanted to reinforce this through transparent layers and not take away from the compelling visuals.
“Focus on the moment.”

The Result