Sep 2026

Merrell and YMC collaborate on the 'Kite!' campaign, a series documenting outdoor movement through a contemplative lens. The project captures individuals traversing an expansive meadow, focusing on the interplay between human activity and the natural landscape under an overcast sky. Directed by Alexander Ingham Brooke, who also served as director of photography, the campaign utilizes a raw, live-action technique to ground the film in its environment. The execution favors a cinematic aesthetic, defined by grainy textures that emphasize the tactile quality of the dry grass and the movement of the subjects' garments. Creative direction for the project was provided by Sage Toda-Nation, with art direction by Yachub Webb.

Horizontal, Cinematic, Grainy, Raw

Sportswear

Meadow

Advertising Campaign, Brand Film / Corporate Video