NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎
TNF 2023 Winter Campaign
Face The North FaceHole Code｜#20230101
● CONTEXT
In 2023, The North Face launched an IMC campaign spanning online and offline channels to strengthen its cultural influence among urban youth and the middle class. While the brand was well-known among city consumers, its core spirit remained underexplored. To bridge this gap, our team developed a bold and compelling concept—"Face The North Face."
More than just a play on the brand’s name, this concept encapsulates its essence: embracing challenges and pushing boundaries. Inspired by the steepest, coldest, and most challenging side of a mountain, The North Face logo symbolizes the pinnacle of exploration. This campaign sought to reconnect urban consumers with the brand’s heritage and deeper purpose.
Anchored in the theme "From City to Mountain," we crafted a series of visually striking and narrative-driven content, reinforcing the brand’s DNA while inspiring consumers to embrace adventure in their own lives.
{ The coldest, most challenging face of mountain }
Campaign Key Visual
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{ Campaign Content Episode I }
From Urban
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{ Campaign Content Episode II }
Into Nature
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{ Campaign Content Episode III }
To The North Face
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{ Role }
Creative Direction
Art Direction
Lookbook｜Video Production
Supervisors｜Quinn Jiang, Jenny Wei
Creative｜Art Direction｜Billy Liao
Brand Strategists: Karas Huang
Producer｜Caroline Wei
Production｜Chenmu Lee
Photographer｜5D Kuan