Adventure wear brand The North Face teamed up with Stept Studios for a crowdsourced Autumn campaign celebrating the history and heritage of its jackets led by spot starring GRAMMY nominated recording artist Japanese Breakfast.
The creative strategy for this 2022 marketing initiative was focused around one simple concept: The North Face jackets and their great adventures.
One of the world’s leading outdoor brands, The North Face joined forces with production outfit Stept Studios for the second iteration of the ‘It’s More Than a Jacket’ campaign and the latest initiative brings to life the collected stories of exploration that were submitted by The North Face brand fans, consumers, athletes, endorsers and brand partners.
These stories were then blended and edited into a national US commercial which debuted on TV and online from 4 October and also curated into an exhibition experience as part of the San Francisco Museum of Modern Art’s ‘First Thursday’ program.
As well as the 90-second spot, a curated sampling of all the best stories that The North Face has collected over the past 12 months is featured in an experiential installation at the San Francisco Museum of Modern Art from 6 October where visitors can experience individual homages to jackets well-loved and upcycled from The North Face athletes, designers, artists and cultural icons in hopes to inspire the next round of history-makers.
The hero film was directed by Stept’s Camila Cornelsen and set to a soulful soundtrack from GRAMMY nominated recording artist Japanese Breakfast: this lyrics of which tell a story of why this jacket was made for you to continue to get outside and experience more with your loved ones.
Stept worked on ideating and developing the creative, as well as on the production and post production in harness with The North Face’s in-house team.
“The North Face is a long-time partner and we love making content that honours their history. They are story-telling driven like us and the stories they are able to gather from all of the people who love and use their apparel gives us endless opportunities to highlight more amazing voices,” says Stept Studio Founder and CEO Nick Martini.
Comment
This marketing push illustrates The North Face’s passion for human stories and for bringing them to life through beautiful, striking and often meaningful visuals.
The latest work follows on from previous ‘It’s More than A Jacket’ incarnations such as a May 2022 artist collaboration in Australia and North America’s 2021 crowdsources ‘More Than a Jacket’ initiative.
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