THE NORTH FACE: Never Stop Exploring
Re-brand The North Face. Wow! This was a dream assignment. The North Face was facing stiff competition from emerging brands in a rapidly growing category and needed to secure their position as the industry leader while appealing to a broader audience. The new positioning – Never Stop Exploring. The line re-energized the brand, aligning all the marketing into a cohesive and inspiring brand narrative that is inclusive while supporting The North Face premiere mountaineering position. With the new positioning I lead teams that created marketing content across all distribution platforms. Rewarding to see the ‘Never Stop Exploring’ tagline live on standing up to the test of time.
Brand Positioning Strategy | Scriptwriting | Video Direction | Creative Direction | Client Management
The North Face Expeditions
First ascents. First descents. To be the ‘first’ is the ultimate trophy for outdoor adventurers. ‘The North Face Expeditions’ is a five-part TV series, hosted by Sting, that follows The North Face's premier outdoor adventurers as they explore the farthest reaches of our planet. The series followed five historic expeditions giving viewers an inside look at the passion, the determination, and the risk that it takes to achieve the ultimate mountaineering and adventure prize. The series aired over 5 Sundays as a presentation of NBC Sports programing.
Sting on set introducing each episode in the series.
The series was released as a five DVD set. DVD… what’s a DVD dad?