No Small Steps

MERRELL ARCTIC GRIP

AGENCY: INNOCEAN WORLDWIDE CANADA
CREATIVE DIRECTION: IAN MACKELLAR
WRITING: DAVID STRASSER
ART DIRECTION: KEVIN BÉLANGER

In a world of shrinking budgets, we did the impossible: got to shoot with a helicopter. And yes, it was as fun as it was terrifying. We also got to tell an inspiring story about a man conquering his fears, while at the same time increasing sales of Merrell winter boots by double digits.