The Merrell x YMC collaboration, titled Kite!, presents an outdoor sportswear campaign centered on a quiet, contemplative exploration of movement within a natural landscape. The film moves through a sprawling grassy meadow, where subjects engage with the environment under an expansive, overcast sky.
Directed by Alexander Ingham Brooke, who also served as director of photography, the project utilizes a raw, cinematic aesthetic. Art direction by Yachub Webb and creative direction by Sage Toda-Nation anchor the visuals, which leverage a grainy texture and natural lighting to emphasize the tactility of the outdoor setting and the technical garments in motion.
