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We were excited to get a request from a name-client like Merrell and even more excited when we were officially awarded the bid for their, at that time, unannounced new product, Ridgevent.
The concept was complicated, as were the visuals and style but the short timeframe we were given to plan and produce the ad didn’t give us too much time to worry about it. But there was a lot to do.
The plan from the agency AUX, who was brilliant to work with, was to use a mixture of projection on the product and ‘glitch’ editing to create something that would go far beyond the typical product launch. After one shoot day in our found studio space we quickly transitioned to the edit and how to create structure in a project that, from an aesthetic standpoint, had to look random.
The answer was in filming each segment of the VO driven ad in a slightly different style and collecting a ‘wow moments’ for each segment to build around.
INTRODUCING: RIDGVENT
Client: Merrell
Agency: AUX
Director: JohnPaul Morris
Producer: Katie Fox-Webb
Editor: Sam Crick
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