The North Face

The North Face made incredibly well built (and expensive) outdoor gear that was used by practically every major expedition. But to grow sales beyond a niche market, they needed to build their brand among young urban professionals with the income to afford it.

We created an aspirational campaign that let the reader visualize themselves in the shoes, gore-tex shells and 800 fill power sleeping bags of extreme outdoorsmen. Even if they never wore their North Face gear anywhere more extreme than the mall.

Recognition: One Show Annual, Communication Arts Annual, Gold at the San Francisco Show