Merrell came to L|A with a need: market their women’s-specific hiking shoes to an audience that is inundated with gimmicky, often unrealistic, and expensive beauty and self-care content from a multi-billion dollar and growing industry. It was imperative to open women’s eyes to the simple power of getting outdoors as the greatest form of self-care. They don’t always need masks, scrubs, elixirs, and yoni stones; time outside is often more than enough.

Created by a female-led team–from clients to production to director and photographer–the integrated campaign, More Less, is a call to action for women to redefine how they approach self care and getting outside.

Within the first eight weeks of the campaign’s launch, Merrell doubled their brand’s CTR benchmarks and projected CTV performance. They also saw a 10% increase in sales of women’s product after More Less and an 11-point lift in overall brand awareness. The campaign won two REGGIE awards (one gold) for brand activations in 2023.