THE NORTH FACE: Expeditions

The North Face brand is renowned for its support of athletes and their expeditions in exchange for photos and videos from their adventures. However, the expedition program had become somewhat unfocused and random in its concepts over the years. To address this, I spearheaded a strategic shift towards entertainment by honing in on the five most extraordinary expeditions undertaken by their premier outdoor adventure athletes. By reallocating the entire expedition budget, we produced a five-episode documentary series that aired on NBC Sports and was featured in various film festivals and in-store viewing events. Utilizing the photo and video assets from these films, we crafted a unified brand campaign that seamlessly integrated captivating visuals and compelling stories across all marketing and advertising channels.

Entertainment Strategy | Scriptwriting | Creative Direction | Production Supervision | Client Management