Lance Jensen
EVP, Chief Creative Officer at Hill Holliday
Boston, Etats-Unis
Campagne Trailscape
Annonceur Merrell
Marque Capra
Date de première diffusion/publication
Philosophie Merrell has always been a brand that inspires people to get outside and be awed by nature. But short of taking someone on a hike, how do you do that?
To launch Merrell’s latest hiking boot, the Capra, we took over the Sundance Film Festival with Merrell Trailscape, an indoor experience that celebrates the outdoors. 
We converted a 5000-square-foot commercial space where every element was designed to inspire people to get outside with Merrell. The star of Trailscape was the very-first commercial “walkaround” virtual reality experience. Using Oculus Rift, we took people on a beautiful, sometimes terrifying virtual hike through the Dolomites in Italy. 4D elements like a rope bridge, a rumbling floor, a rock wall, and wind made the experience feel even more lifelike.
There were monitors running Dolomites footage, and drink coasters with outdoor trivia. “Ten Best Hikes” books, hiking snacks, and Merrell gear was given away. The bars were wrapped in Merrell’s M-Select waterproof material. And because the Capra hiking boot was inspired by one of nature’s most elite hikers, the mountain goat, we created a stunning POP piece of a goat head made entirely of over 40 pairs of Capra boots.
We partnered with Rolling Stone, creating an interview studio where Peter Travers spoke with filmmakers, celebrities, and festival talent. We hosted a concert in our space featuring the band Local Natives.
We created and shared photo, video and long-form content of the most memorable moments live during the event, targeting both outdoor enthusiasts and a newer,younger audience.
The star of Trailscape was the very first commercial “walkaround” virtual reality experience, using Oculus Rift.
The space became a celebrity hotspot where they gave interviews, partied and where they received free Merrell gear. 
Résultat We created content and optimized promotion live during (to feature the most compelling parts as they unfolded) and strategically targeted a mix of photo, video and long-form editorial content to priority audiences. 
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Responsable de la création
Group Executive Creative Director
Directeur de la création
Directeur de création
Directeur de création associé
Producteur, agence
Producteur, agence
Social Media Strategist
Social Media Strategist
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Digital Production Company
Senior Integrated Producer
Interactive producer

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