As a final candidate interviewing for a Lead Designer role at Merrell, I created a campaign direction to reposition the Merrell Hut Moc shoes. I used illustrative elements and collage-like layering to highlight the fun, versatile nature of this product. I positioned the idea with the copy “put the comfort in…” to highlight customers’ #1 selling point and redefine the environments in which they would reach for their Hut Mocs. Although this execution did not go live, I was able to develop a look and feel that is harmonious with Merrell’s brand but evokes curiosity for the outdoorsy and home-body alike.