In 2021, I was tasked with coming up with the creative concept and design for the relaunch of Merrell’s line of Barefoot shoes - a minimalist running shoe that enjoyed several years of popularity in the trail running community but had since waned in enthusiasts.

We focused on the point of differentiation - the minimalist profile in a sea of high-cushion running shoes. From there, the campaign “Get Down to Earth” was born.

The creative concept showcased the shoe being part of the environment, rather than resisting it. In addition to studio photography, we collaborated with a French multimedia artist, Mr. Plant, who created a Trail Glove shoe out of organic materials.

This campaign ran across multiple platforms including print, digital, and out of home placements.