The North Face
Discover Your Trail
Campaign Strategy
Concept Development
Creative Direction
Campaign Toolkit
In the midst of the pandemic, The North Face tasked my agency with a global campaign that would cement them as a leader in trail and connect with a new generation of consumers, and one unfamiliar to TNF—casual hikers.
We spoke with real people around the country with various degrees of hiking experience to understand their connection to the outdoors. Everyone knew what the “trail” meant to them, but it was totally unique for each person, physically and emotionally. We realized, there's a trail for everyone.
The result: a documentary-style campaign featuring real friends, loners, athletes & advocates revealing the personal & emotional benefits of trail.
Agency
Production
ECD
Creative Director
Concept Director
Brand Strategist
Design Director
Brand Designer
Concept Designer
Photography
Motion
Two Things
Sterling Productions
Lizzy Sonenfeld
Scott Cromer
Clayton Crocker
Tunde Whitten
Mark Dusk
Jamon Sin
Blake Lewis
Grace Ahlbom
Michael Cukr
Lizzy is an ECD based in LA bringing brand stories to life through campaigns, experiences, and design systems for nearly 20 years.