Jason Ferguson
Creative Director
New York City
 About








It Starts OutsideMerrell
The outdoor category has always told you what's possible once you get there. We flipped it. Inspired by a poem from The Secret Garden, we built Merrell's first-ever global brand platform around a single, smaller moment: the decision to step outside in the first place. It Starts Outside ran across TV, digital, social and OOH worldwide.

Agency: Uncommon Creative Studio, New York
Director: Rémi Belleville
Creative Leads: Sammy Gold, Asia Irvin, Jason Ferguson
Role: Executive Creative Director

"[It] just outmogged the many memes about outdoor shoes only seeing cafe queues rather than the high peaks of a great mountain range…the tonal opposite of a midlife crisis; it's a deepening of its roots, tied to a more inclusive vision of what 'outside' can actually mean. Finally, a campaign that says it's okay: close the laptop." Highsnobiety
©MMXXV I See What You Did There LtdJason Ferguson, Creative Director