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.”
About LiveTribe
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.
About MERRELL
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.
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More