Motion Design For Merrell Outdoor Campaign
A trail shoe filmed like a surgical experiment?
FutureDeluxe collaborated with Merrell to create a dynamic motion campaign celebrating the brand’s connection to nature and performance. The visuals merge organic textures with futuristic motion to express the spirit of outdoor exploration and innovation.
Insights
- The main creative twist is that FutureDeluxe sold Merrell’s development process, not just the shoe: the MTL SpeedARC Peak represents five years of development, 154 prototypes, and 13,000 miles of testing for Merrell’s 45th Anniversary collection.
- FutureDeluxe built a custom set that resembled a surgical laboratory, then cut natural terrain elements into it so the film became a hybrid of lab and mountain—exactly the contrast Yas Vicente described as “mechanical precision meets raw terrain.”
- The visuals used AI-assisted workflows alongside live-action footage and the real shoe test models to generate evolving versions of the midsole, tread, and upper, making the prototype evolution part of the story rather than just decoration.
- The shoe launched on 15 July 2026 at $290, and the anniversary framing tied into bright '80s colorways from Merrell's founding decade, connecting the brand's heritage to the product reveal.
- Key production credits show a tightly integrated team: FutureDeluxe handled concept and direction, The Forge shot the live action and post, and Karmo Jarv was credited as CG/AI Artist, underscoring how the AI element was specifically embedded in the pipeline.
