The North Face

The North Face

Brand Strategy
Concept Development
Experiential Design
Film

Our most successful and recognizable project of 2014 was the See For Yourself campaign activation we created and produced for The North Face in partnership with ACE, Anomaly Content & Entertainment. The brief was to come up with a once in a lifetime consumer experience that could be captured and shared with the masses. The objective was to get consumers inspired and motivated to get out there and see the world for themselves. Our solve was a unique twist to the traditional NYC taxi experience. We surprised and delighted taxi goers by disrupting their daily commute and offering them the chance to go out and experience adventure for themselves. The catch? They had to go right then and there, not an hour later or a week later, literally right then.

 
 
The North Face
The North Face
The North Face
The North Face
I woke up this morning thinking it was just going to be another normal day but right now I’m feeling totally invigorated and really happy to be alive.
- CiCi, North Face Adventurer
The North Face

When you hail a cab, you’re in a rush. You’re heading to an appointment. You’re late. You’re consumed with the distraction of daily life. The adventure cab provoked people to take a chance, to get out and experience the great outdoors for themselves. For one week we drove around each morning picking up New Yorkers during the morning rush and presented them with a choice: go on with their busy day or do something wonderful and exhilarating. Each adventure was filmed and distributed via The North Face’s social channels garnering over 4 million campaign impressions and over 1 million views on the main campaign video alone. We completely changed people’s view of the outdoors and used their experience to inspire millions more.