Merrell takes things a Step Further

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, edited by Marco Perez of bicoastal Union, 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.

A second Merrell spot from the directors, also cut by Perez, captures the exhilaration of trail running - with its uneven terrain through streams, mountains, and more, to keep things interesting, because Same is Boring.

“I was provided with amazing footage and granted incredible freedom in editing the spots for Merrell,” Perez shares. “I loved teaming up again with (Merrell Creative Director) Kelly Warkentien, and it was great to build a creative relationship with Kaia and Gary through two consecutive projects that were both exciting and successful.”