The North Face set out to create a campaign that focuses on the great adventures that their consumers have shared with their jackets. More Than a Jacket portrays how the jackets are not merely items of clothing; they tell stories and evoke memories of outdoors experiences shared with loved ones.
Through 4 films, we connected the people to their gear in a story that brings together stories of exploration, circularity, performance and warmth.
We beautifully brought this concept to life with a striking montage of footage, from boreal forests to craggy cliff faces, snowy mountains and campfires to cozy log cabins, paired with shots of old family photographs. By breaking down the fourth wall, we are connecting consumers POV with the jacket’s. The film is set to the soulful soundtrack from GRAMMY Award-nominated recording artist, Japanese Breakfast.
More Than a Jacket use multiple voices, young and old, trading lines and sometimes finishing thoughts and sentences. The idea is to create a mosaic of voices that represents both the voice of the jacket and the voices of generations who wear it.
