Every great campaign starts with a promise. For Merrell, “Good Things Await” was more than a slogan—it was an invitation to move, explore, and experience the outdoors in a new way. This commercial marked a turning point for the brand: a bold step from its traditional hiking roots into the broader lifestyle arena, where performance meets style and energy meets emotion.
To bring this vision to life, Merrell turned to a team of creatives led by director Ezra Hurwitz and Huffman Creative. But transforming bold choreography and raw performance into a cinematic statement required one more essential ingredient: visual effects by FRENDER.
About the Project
The campaign highlights Merrell’s Moab Speed 2, a shoe designed not only for rugged trails but also for urban exploration. With choreography by Denna Thomsen and a dynamic ensemble cast, the commercial fuses dance, athleticism, and fashion into a vibrant narrative..
From the first frame, it’s clear this is not just another outdoor spot. It’s a film about energy, rhythm, and transformation—qualities that demanded equally dynamic post-production. That’s where FRENDER stepped in.
How FRENDER Works
At FRENDER, our approach to post-production is both methodical and daring. We begin by immersing ourselves in the creative intent of the director and brand—understanding not just what is being shown, but why. Then we build a VFX workflow that balances artistry with precision.
Our process typically includes:
- Detailed pre-visualization and look-development with the director.
- A structured post-production pipeline ensuring speed without sacrificing quality.
- Layered VFX passes—clean-up, enhancement, and final polish—each crafted to add depth and storytelling power.
For Merrell, this meant taking powerful live performance and amplifying it until it became unforgettable.
The VFX We Delivered
The “Good Things Await” campaign was polished, refined, and finished at FRENDER through a series of transformative visual effects:
- Sky Replacements & Atmosphere
We re-designed skies to heighten mood and drama, creating an environment that felt cinematic rather than documentary.
- Light Enhancement & Relighting
Every shot was balanced and enriched with digital relighting. This allowed performers and product details to shine with maximum impact.
- Motion Manipulation
Using speed ramps and motion warping, we bent time to amplify choreography. Jumps extended longer, spins cut sharper, and steps hit with greater force.
- Clean-Up & Compositing
Distractions were removed, frames unified, and transitions refined to keep the focus firmly on movement and product.
- Product Enhancement
The Moab Speed 2 was given additional attention—textures sharpened, colors tuned, and details accentuated—ensuring the hero of the campaign looked as dynamic as the action itself.
- Atmospheric Effects
Subtle particle work and environmental touches added physicality to movement, making each step feel immersive and alive.
Together, these effects didn’t just improve the footage—they redefined it, transforming raw energy into pure cinematic power.
The Power of Visual Effects in Storytelling
The Merrell campaign demonstrates a truth we see every day: visual effects are not just about fixing—they are about elevating. With the right VFX, a commercial can move beyond documentation and into art.
Special effects create worlds where skies bend to emotion, where light reveals more than it hides, and where performance transcends its natural limits. They give brands the power to shape how audiences feel, not just what they see.
At FRENDER, we believe this is the future of advertising: campaigns that don’t just sell products but create lasting impressions!
