THE NORTH FACE : THE POWER IN ME

In Spring 2015 The North Face wanted to reach a broader audience than the core outdoor enthusiast the brand had previously targeted. I developed a creative strategy and narrative, built from the universal truth that we all have the will to explore, whether near or far.

From inspirational stories to engaging digital, every element of the integrated campaign was crafted to stir curiosity and participation in exploration. Whether we're climbing mountains or escaping for one night, The North Face is ready to enjoy the journey with you.

In a micro-doc series released online, we documented the determination and energy of two inspiring athletes, and followed a group of everyday explorers with an exceptional story. As they push their limits in the outdoors, we reveal the power they hold inside, and bring the audience to questions their own capabilities and ambitions. 

To maximize engagement, the films were presented on a unique digital platform withe The North Face Journal, providing deeper story telling and linking to relevant ecommerce and social content.