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THE NORTH FACE
SPRING/SUMMER 2015
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BRAND CAMPAIGN
The objective of the S/S 15 brand campaign is to position The North Face as the no.1 outdoor brand year round. The brand should own exploration in the mind of consumers, be relevant, create a greater brand impact & differentiate. To stay as authentic as possible to the brands core audience, the art direction has a key focus on capturing real and relatable moments of exploration and show products in their natural environment.
At the heart of every adventure, is the gear that takes us there. This season, The North Face is enabling exploration through four distinct category drivers. With a global focus on the Running collection, Hiking collection, Mountain Athletics, and new FuseForm technology, we have been able to both inspire and inform.
CLIENT: THE NORTH FACE, EMEA
ROLE: ART DIRECTOR
Additional credits:
Agency: Factory Labs | CD: Nat Potter | Copy: Alastair Beaton
RUN
LEAVE MORE MILES BEHIND
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Once you’re on the trail, it’s easy to get carried away. In the heart of nature, and surrounded by inspiration, every trail runner is fuelled to go further. That’s why comfort and performance needs to last. Not just for the mile you’re on, but for all the ones ahead.
FUSEFORM
THE FUTURE OF EXPLORATION
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ATHLETE TESTED. EXPEDITION PROVEN.
This is the standard set for every piece of the renowned Summit SeriesTM. To build the most technically advanced gear, we have ventured beyond the lab, and gone to the steepest places on Earth. No matter the conditions or environment, each product is trusted to take on the biggest mountain challenges.
HIKE
EXPLORE THE TRAIL BEYOND
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This is where you belong. Far from the 9 to 5, and as close to freedom as you’ll find. From the very first step, the new Hike Collection will enable you to uncover every breathtaking moment and follow the trail less travelled. Whichever way you choose, it’s the perfect chance to reconnect with nature and revive your spirit.
MOUNTAIN ATHLETICS
I TRAIN FOR...
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Mountain Athletics is The North face's gym training collection. This new collection will be soft launched at retail locations in spring 2015. All communication will be based on the displayed key visuals.
