This one was at risk of not existing. I’m glad it does.
It’s not so much that we had to take lemons and make lemonade…as take a partial batch of existing lemonade that was made with the wrong recipe, and find a way to mixologist the whole situation into something you’d be proud to serve to even the fussiest guest.
The full story is below but I don’t want to bury the video too deep.
Prior to my arrival at Avocados and Coconuts, they’d sent a crew to Rwanda to shoot some trail running content for Merrell. A few problems ensued:
They started filming in early March, 2020. So…as you can guess, they were unable to capture as much as intended.
The story hero’d two white guys trail running in Rwanda. A little tone deaf, at best.
The thing is, Drew Kass absolutely crushed it with the cinematography. It made it a worthy exercise to see if we could create something from his gorgeous footage that Merrell would be ok putting into the world, albeit a little late.
So I worked with the editors to find a story flow, and created a simple and clear framing for the new (and improved!) version of the story. In a lot of ways, it’s a more artful example of something we increasingly have to do in our industry: find a clever way to repurpose the assets on the table, for another chance to connect.