50 Photographers Across 50 States Capture Portraits for Merrell’s One Trail Campaign
Merrell, an outdoor footwear brand, wanted a photography concept that would celebrate diversity on trails, but in a way that felt genuine and reflected reality. While outdoor brands usually look towards more of a traditional commercial photography approach, Tim Kemple had something else in mind to achieve their goals.
On September 1, 2018, 50 photographers set out on a trail in their respective states. Their collective goal was simple: to capture what they came across on the trails, specifically focusing on the diversity of landscapes and people who happened to be there. Tim Kemple of Camp 4 Collective along with producer Stevie Meier worked with Merrell to bring this concept to reality.
TK: The best way I could think of was to make it unscripted. No models. No influencers. Instead, the local communities and characters that were naturally out on the trail on that given Saturday in September. It’s not glamorous or loud and flashy, but if you stop and think about it… Wow, this was all captured in the same day. That’s how this photographer saw this particular landscape.
The concept materialized as a multi-state, multi-photographer project that would rely on images being captured from each of the 50 states on the same day. Stevie Meier was tasked with assisting with the research and recruitment of 50 different photographers in a very short amount of time.
SM: We had a little less than two weeks to research and connect with photographers in all 50 states. Luckily, I had the amazing support and industry insight of Tim Kemple and an unbelievable team of Merrell employees who all helped compile a running list of photographers we knew from every state. I was amazed that by putting our shared knowledge and experience together, we were able to discover so many talented artists. It certainly was a daunting task to work with 50+ creatives all shooting on the same day, but each photographer really stepped up to own their part of the planning process.
New Jersey, Delaware Water Gap – photo by Johanna Siring
New Mexico, Slot Canyon Trail, Kasha-Katuwe Tent Rocks National Monument – photo by Michael Clark
With all 50 photographers confirmed and their locations assigned, September 1 came and went. Given the documentary approach, there was some fear that a few of the images might not turn out due to weather or limited subjects, but both Stevie and Tim were elated when the final photos came in.
TK: I asked each photographer to send over their 10 favorites. And it was honestly like Christmas. I was completely blown away.
SM: I couldn’t have staged or casted some of these shots better, even if I tried. Despite thunderstorms (Kentucky) flooded trails (Florida), or traveling 90+ miles by train, Uber and foot just to get to the trailhead (New Jersey), both the photographers and the subjects they captured really showcased that although there are different backgrounds we come from and obstacles we encounter, that there is this unifying nature of the trail.
Tim and his team went on to make the final image selections and processed them in black and white. An interactive website was planned as a part of the launch, but Tim was passionate about finding an event or location to host a gallery event to display some of the images and really celebrate the work that had been done. An opportunity presented itself in the form of the Outdoor Retailer Show in Denver, where Merrell was going to have a large booth setup alongside 100+ other brands.
TK: These days, as photographers and filmmakers we often pour our heart and soul into a project and then immediately move onto the next without taking a moment to pause, reflect, celebrate, and thank the people that made it happen. It was great to see so many talented photographers hanging out with creative directors and designers from all these different brands.
SM: Having the opportunity to print the photography large scale and put it in front of an audience who is used to seeing more stylized and product-forward photography was incredible. As a brand, I thought it was amazing that Merrell decided to devote the entire front of their trade show booth to photography that did not include any product. They led with people over product, which felt significant and a statement of its own.
Attending photographers hung around to chat and network while taking in the scope of work both by themselves and their peers. As one of those photographers, I can honestly say that it was invigorating personally, not just professionally, to be a part of something larger than just my own work and join in the celebration of diversity and outdoor recreation.
TK: It was important for this project to feel like a moment in time and be more journalistic in its approach. By leaving things unscripted, you are left with an honest, and truthful portrait of the outdoors through the lens of these 50 different, talented photographers all captured on the same day.
To check out the interactive map of the U.S. and browse the different images captured by all 50 photographers, head over to the Merrell One Trail website.
Lead image from Colorado, Yankee Boy Basin, Uncompahgre National Forest – photo by David Clifford