Re-brand The North Face. Wow. This was a dream assignment. The North Face was facing stiff competition from emerging brands in a rapidly growing category and needed to secure their position as the industry leader. Our new positioning – Never Stop Exploring. We launched the new tagline and positioning in grand style – The North Face Expeditions - Never Stop Exploring, a five-part TV series hosted by Sting that aired on NBC Sports.
FORMAT: Brand Positioning, TV Series, TV, Print and Outdoor Brand Campaign, In-store and Marketing Materials
The North Face Expeditions is a five-part TV series that follows The North Face athletes as they explore the farthest reaches of our planet. Featuring Sting as the host, the series aired on NBC Sports and served as a grand launch for the new brand positioning 'Never Stop Exploring.' All aspects of the shows was designed to present The North Face brand personality – art direction, music, and scripting. A companion print campaign was launched with the show.
FORMAT: TV Series, Print Campaign, DVD Series
The faces of adventure. The North Face athlete team is an elite group of outdoor explorers that few know. We created a print campaign that introduced these athletes to a broader audience. Using assets from the 'TNF Expeditions' TV series we created a series of ads that explored what motivates these unique adventurers to go farther then they have before.
FORMAT: Print Campaign
We created hours of programming from the vast library of expedition footage we found in The North Face vaults. The programming mix featured interviews with TNF athletes, mini-docs, and reshaped content from the 'Never Stop Exploring' marketing campaign.
FORMAT: In-store Branded Entertainment Program