Aspirational imagery is the backbone of our business. When brands are selling a lifestyle, they are selling a dream, our job is to make the image of that dream believable. For Merrell there was only one way to achieve this - a trip that other people would aspire to. A climb of nearly 14,000, the stunning peaks of Colorado and practically no air at all. It was incredible - rough camping half way down the mountain, purifying water, dry food and only one radio between us. Just enough communication to hear that they had takeaway pizza at base camp - unbelievable!