Capra - "Trailscape"

Hill Holliday

Hill Holliday Boston, Stati Uniti

Premi

6610

Marca: Capra
Paese: Stati Uniti

Cliente: Merrell

Titolo	Trailscape
Agenzia	Hill Holliday
Campagna	Trailscape
Cliente	Merrell
Marca	Capra
Data di Prima Diffusione/Publicazione	2015
Filosofia	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.
Risultato	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.
Tipo di Media	Esterna
Lunghezza	136 seconds
Chief Creative Officer	Lance Jensen
Group Executive Creative Director	Kevin Daley
Executive Creative Director	David Banta
Creative Director	Rick McHugh
Associate Creative Director	Jude Senese
Agency Producer	Andrew Barnett
Agency Producer	Rob Gilcrest
Designer	Jacqueline Hull
Designer	Rachel Clancy
Social Media Strategist	Michelle McCudden
Social Media Strategist	Cory Tucker
Casa di Produzione	MKG
Creative technologist	Winslow Porter
Digital Production Company	Framestore
Senior Integrated Producer	Christine Cattano
Interactive producer	Meg Diamond