The North Face

PRINT

Project: Create a print campaign for The North Face

Challenge: Clothing from the The North Face is warn by everyday people who love the outdoors and want to push themselves to new heights of personal accomplishment.

Solution: We used striking color photography of real outdoor athletes doing amazing things using The North Face gear. The visuals were combined with headlines that made the athletes feel more accessible, even if their actions weren’t. Each ad also invited the reader to visit a website in order to learn more about the adventure being pictured. This gave the campaign an aspirational feel while showing off the gear in a beautiful and viscerally exciting way.

My Role: Art direction / Design

HEADLINE: I’m learning quickly why few have ever attempted this. COPY: Hilaree Nelson O’Neill digs in as she’s caught in unexpected spindrift, Sam Ford Fjord, Baffin Island. For a closer look at Hilaree’s Inconceivable Jacket and more expedition det… — HEADLINE: **I’m learning quickly why few have ever attempted this.**
COPY: Hilaree Nelson O’Neill digs in as she’s caught in unexpected spindrift, Sam Ford Fjord, Baffin Island. For a closer look at Hilaree’s Inconceivable Jacket and more expedition details, go to www.thenorthface.com. Photo: Whit Richardson.

HEADLINE: The majesty of the Himalaya is matched only by the generosity of its people. COPY: Conrad Anker, director of the Khumbu Climbing School, is welcomed into a Nepali village with a traditional ceremony. Conrad and others teach vital technical… — HEADLINE: **The majesty of the Himalaya is matched only by the generosity of its people.**
COPY: Conrad Anker, director of the Khumbu Climbing School, is welcomed into a Nepali village with a traditional ceremony. Conrad and others teach vital technical and mountain safety skills to Nepali guides. You can learn more at www.thenorthface.com. Photo: Jimmy Chin.

HEADLINE: I cursed it on the way up. Apologized on the way down. COPY: John Griber takes a Summit Series™ prototype jacket to the extremes on Denali, Alaska. To see more of John and our other athletes in action, go to www.thenorthface.com. Photo: Ch… — HEADLINE: **I cursed it on the way up. Apologized on the way down.**
COPY: John Griber takes a Summit Series™ prototype jacket to the extremes on Denali, Alaska. To see more of John and our other athletes in action, go to www.thenorthface.com. Photo: Chris Figenshau.

HEADLINE: Two days ago, I was just a voice to her. COPY: Pete Athans and The North Face team work with doctors treating epidemic cataract blindness in the Himalaya. Through their efforts, more than 250 people in Jiri and Phaplu can once again see th… — HEADLINE: **Two days ago, I was just a voice to her.**
COPY: Pete Athans and The North Face team work with doctors treating epidemic cataract blindness in the Himalaya. Through their efforts, more than 250 people in Jiri and Phaplu can once again see their homeland. Read dispatches from the Himalayan Cataract Project at www.thenorthface.com/globalgiving. Photo: Kristoffer Erickson.

HEADLINE: When I return, hundreds of Nepali will be able to see the joy on my face. COPY: Conrad Anker and the Sight-to-Summit Expedition team have spent the last two weeks helping restore sight to hundreds of Nepali once blinded by simple cataracts… — HEADLINE: **When I return, hundreds of Nepali will be able to see the joy on my face.**
COPY: Conrad Anker and the Sight-to-Summit Expedition team have spent the last two weeks helping restore sight to hundreds of Nepali once blinded by simple cataracts. This climb of 6,440- meter Mount Cholatse in the Himalaya is their reward. The North Face Summit SeriesTM features technically-superior, athlete-tested apparel and equipment for the highest level of performance in extreme weather and terrain. Learn more about Summit SeriesTM gear and support the Himalayan Cataract Project at www.thenorthface.com/HCP. Photo: Kristoffer Erickson.