Merrell’s 'More Less' brand campaign repositions the idea of wellness by trading indoor self-care rituals for active engagement with the natural world. Developed by agency Lafayette American, the video project contrasts sedentary habits with the physical realities of trail running and forest hiking.
The execution leans into a cinematic aesthetic, utilizing a live-action technique that pairs high-definition lifestyle footage with detailed macro product shots. Earthy color grading and slow motion sequences emphasize the tactile experience of outdoor movement, presenting a distinct alternative to conventional wellness imagery.
