The North Face - Futurelight LAUNCH
The North Face wanted to push the boundaries of what it means to be an outdoor brand and showcase FUTURELIGHT,
its newest and most advanced breathable-waterproof material made with nanospinning technology.
Tested in the world’s toughest conditions, FUTURELIGHT is the first of its kind: waterproof gear that feels so soft it’s like a second skin,
breathes as hard as you do, and defies what a breathable-waterproof fabric can be.
To celebrate FUTURELIGHT, we developed a 360 multi-channel campaign that includes a teaser campaign hinting at what’s to come,
content that showcases FUTURELIGHT’s innovation and unique benefits, and a strong campaign visual identity that commends a new way to view
The North Face as a brand while challenging people to rethink what a waterproof fabric can be.
Social Teasers
Launching ‘Futurelight’ at CES
All new tech products are launched at CES; so we decided to help launch the fabric of the future; ‘Futurelight’ at CES. We designed a vehicle using the fabric to showcase its durability and functionality in the outdoors.
Anthem :60
Our hero anthem spot, Made to Defy, evokes the passion of having the courage to disrupt the ordinary, and challenges us to go further than we’ve ever gone before.
Made to Defy : Long Form
Made to Defy :30
Print, digital, augmented reality and more followed the films - inspiring people to defy their own limitations and explore the future with an awakened curiosity to take on the impossible.
AR EXPERIENCE IN PARTNERSHIP WITH THE ATLANTIC
To show FUTURELIGHT's impact in the mountain performance category, we decided to tell the story of The North Face athletes, Hilaree Nelson and Jim Morrison's expedition up Lhotse – the world's fourth-largest mountain – in an immersive way. To do so, we collaborated with The Atlantic to develop an augmented reality (AR) experience, which would be activated when our custom magazine spread was scanned with a phone's camera. It would trigger a digital version of the mountain to emerge from the spread into 3D space and users could see a rendering of Hilaree and Jim’s expedition.
Throughout the experience, users are provided with information to learn more about how FUTURELIGHT helped the athletes along their journey. The AR experience was also accompanied by two articles – a profile of Hilaree and Jim, and the second an interview with Jason Israel, the Group Creative Director at The North Face.
FACEBOOK AR PARTNERSHIP
To extend the FUTURELIGHT narrative and demonstrate its weather defying jacket technology, we collaborated with a third-party vendor to create an AR experience that would live in Facebook feeds. Within the world-facing lens, users could see the jacket nano-spin its way into space, drag and pinch to position, and toggle between snow and rain effects. Users could also zoom into the jacket at a nano-view to see the jacket's advanced waterproofness and breathability.