THE CHALLENGE

Create an experience for the launch of the new Merrell Capra, the most technically advanced hiking shoe yet. Framestore worked with agency Hill Holliday to design a virtual reality world in which the capabilities of the kit were showcased in extreme scenarios – the kind of landscapes that would really speak to Merrell’s thrill-seeking, outdoor-loving audience. As always, Framestore VR Studio also looked to push the available technology to its very limits to bring about something truly groundbreaking - in this case, something that had never been done before.