The North Face & KAM-BU Champion Natural Serenity In The City Via ‘Never Stop Exploring’

Taking inspiration from KAM-BU’s love of rave culture, personal exploration and activism, a new phase of the outdoor wear campaign promoting the Spring ‘NSE’ 2023 Collection from The North Face which was co-created with the London-based musician, artist and climate activist was filmed in his allotment at Crane Valley Nature Park where he volunteers for the London Wildlife Trust.

 

The location, a place where conservationist KAM-BU seeks and finds sanctuary from the city, is the creative setting and inspiration for a global media campaign which comprised a short film, supporting ads and a series of stills.

 

Created and produced by agency Marits Roberts and helmed by Great Guns Director Calum MacDiarmid, ‘Never Stop Exploring’ stars London-based musician and conservationist, KAM-BU.

 

The spot sees KAM-BU introduce himself and narrate a poem he penned which reflects on a life spent between serene natural pockets of space amidst the populated hustle of London. The creative sees viewers taken to these two opposing worlds as dynamic shots of urban roads and energetic streets are juxtaposed with moments of peace and solace amidst nature.

 

Embedded with authenticity, the 90-second film dropped on 11 May and features a poem written by KAM-BU and, to match the endorser’s organic energy, the campaign was shot on 16mm film to add a raw, vintage and authentic feel to the visuals.

 

 

To highlight the contrast between KAM-BU’s urban and rural sides, the spot adopts opposing camera techniques: when the star is amongst the greenery there are thoughtful shots with long and slow zooms to encourage viewers to be philosophical about the scene, while the urban clips feature jump cuts, shaky crash zooms, whip pans, and sound effects.

 

The director, the ambassador and the agency worked closely together brainstorming different ideas for the campaign to try and ensure that it represented the collection’s design ethos, the brand’s values and KAM-BU himself.

 

“The garden just grounds me,” commented KASM-BU in the campaign PR. “It’s like a reset where for a short period my mind isn’t anywhere else. I’m just in the moment and focused on the sounds of nature and the task at hand.”

 

Director Calum MacDiarmid added: “KAM-BU is a born performer, and with people like that you don’t need to give too much direction – it’s more a case of just making sure the camera is ready when they’re doing their thing. I loved capturing the two sides of him, and had so much fun trying to take both film styles to the extreme. Between DP Ali King and grader Jax Harney, I think we’ve found something quite raw but beautiful.”

 

The creative and production agency was Marits Roberts where the team was led by Creative Director Marits Roberts, while additional production was handled by Great Guns London with a group that included Director Calum MacDiarmid, Director Of Photography Ali King, 1st AC Ben Foat and Steadicam Operator Thomas Barber.

 

 

Comment

 

This is a poetic campaign which celebrates the power of reflection and celebrates natural havens amidst the frenzy of urban life. It expands the brand and ambassador collaboration which kicked off at the start of May with the brand’s first ever sponsored music video for KAM-BU’s rave track ‘Live-O’.

 

 

London artist KAM-BU, best known for both his high-octane performances and his passion for the natural world, was chosen as an ambassador for The North Face’s ‘NSE Collection’ which was inspired by both ‘90s rave music and nature within cities.

 

This is the second phase of a campaign which began and which moved on to an iteration focused on the ambassador’s softer side: a contrast which reflects both sides of the NSE Collection’s design ethos.