Outdoor clothing brand The North Face returns with a new creative offering encouraging adventurers to dream big and get out there, knowing their clothes will withstand all sorts of expeditions.
"There's no such thing as solo," narrates free climber Alex Honnold in the latest campaign from B-Reel for outdoor clothing brand The North Face "because the brand clothes will always act as a companion on adventures".
Spanning different naturescapes and surroundings, zooming in on far-off mountain ranges, peeking through treetops, right up to the rock face, the campaign helmed by director Anton Tammi of PINE productions reassures that there are no conditions the brand cannot cope with.
With the tagline "We Always Have Your Back", the spot reminds climbers that the brand's durability and quality can cater to whatever they might want to do.
B-Reel was responsible for the campaign idea, inspired by the fact that the logo features on the right back shoulder of every garment – quite literally symbolising how much it has the wearer's back during every impossible step of the way.
The biggest challenge with the campaign was to ensure it resonated with different core groups – with the brand now appealing to fashion-conscious city wearers and technically-advanced mountain explorers.
Climber, star of the Oscar-winning film Free Solo and The North Face athlete, Alex Honnold, lends his voice to the spot until the camera lands on extreme climber Caroline Ciavaldinian as she makes her way up the face of a mountain. The camera eventually pans to The North Face logo on the back of her jacket, reinforcing the campaign's message.
Besides the main campaign video, another 30- and 15-second videos were released to show athletes exploring different territories in various impressive terrains.
"We love how this campaign takes the story of an unusual yet iconic logo placement and gives it a fresh meaning," says Afshin Moeini and Christian Poppius, creative directors at B-Reel. "The North Face has always had our backs. Literally. And whether you're an extreme explorer or just in it for the fashion, the brand will always be there."