What unites mountain athletes and city creatives? Their spirit of exploration.
A series of events in Europe that united the spirit of athletic endeavour with creative discovery. An example of this was a pop-up store at 2100m on a mountain flank in the heart of the Dolomites. Inside, visitors were to discover the pinnacle capsule collection; 8 The North Face collector’s items worn by athletes when they made their pinnacle achievements. The items were restored and labelled with a personal message from each athlete.
BRIEF: make the outerwear label relevant for young urban consumers
Responsible for: first copywriter on campaign assets (EN)
DELIVERED:
– 3 campaign films
– press release
– manifest
– athlete stories