Driving the energy of the RC30 model at END. the launch of the New Balance x Aura Lee collaboration, the ‘AURALEE RC30’ campaign was the first Women’s focused campaign the client had launched with END.

As a key moment for New Balance in their new partnership with END. The brief was to launch in a remarkable way, setting standards on New Balance to grow the category and establish END. as a destination for New Balance women’s energy products.

This Here were commissioned to create an immersive install activation for two key END. stores in London and Newcastle. 

Taking creative inspiration from the Auralee brand aesthetic and the design of the shoe itself, This Here created a creative concept that centred around balance and the contrasting opposites of the two shoe colourways. 

Balance became the creative anchor that connected every part of the design and execution together. With an obvious nod to the brand by name and nature, the theme of balance also takes roots in Japanese culture, a further nod to Auralee’s co-founder, Japanese designer Ryota Iwai. 

Partnering with fabrication partner, Motive Productions, This Here delivered two contrasting and immersive, exhibition style store installations that played on the palette of the RC-30 releases.

New Balance

In celebration of End x Aurlee’s collaborative collection, This here creatively directed a retail installation for 2 flagship stores located in Soho London and Newcastle, with the aim to encourage women to shop with End. 

New Balance x Auralee Retail Installation Case Study

Design and Development

Creative Direction

Auralee END. Retail Installation

To launch The North Face’s new Rainwear collection, we were tasked to create authentic editorial content that resonated with a young consumer.

We collaborated with the female-led, outdoor collective Gorp Girls to create elevated visuals that also tied into the functionality of the product.

The imagery was entirely shot on film, and was picked up by media partners as well as being shared on The North Face and talent social channels.

The North Face

Rainwear x Gorp Girls Case Study

Content Production

Rainwear x Gorp Girls

To celebrate 50 years of The North Face's iconic Parka jacket, we were tasked to reimagine the brand campaign - we’re all on an expedition - for a younger audience through content designed for a cinema screening, social posting, and a much anticipated media partnership with Highsnobiety.

We worked with Mercury Prize winner, Sampha, to create a bespoke, unscripted video that showcased his personal struggles and musings on life, drawing parallels between his creative journey and varying weather scenarios. The hero film, went out on Highsnobiety, The North Face and Sampha’s social channels, and was screened at two cinema events in London and Munich.

A video production created and produced by This Here agency, portraying The North Face Parka Jacket in the 'We're All On An Expedition' campaign, featuring Sampha.

The North Face 50 Years of Parka Case Study

360 Campaign Activation

Talent Strategy

50 Years of Parka

As Dickies’ global creative agency and strategic partner, we were asked to create a range of brand-defining strategy pieces to bring consistency to Dickies’ creative direction and execution.

Working alongside the global brand team, we created three distinct strategies, which were deeply grounded in insight but comprehensible to a wide array of stakeholders. A global creative strategy was designed to streamline all visual aspects of the brand; A global social strategy was designed to ensure clear direction for all things digital. And the global community strategy was designed to inform the brand’s approach to influencer, talent and grassroots partnerships – making sure the whole world celebrated Dickies in a way that was effective and authentic.


Dickies

Dickies Global Strategy Case Study | This Here

Brand Strategy

Brand Community, Strategy and Execution

Global Strategy

Even at the world’s most locked down, getting outdoors was never cancelled. JD were looking for a way to encourage the JD consumer to get outside and enjoy what nature has to offer. We were challenged to position The North Face as an outdoor leader within the JD consumer group and start to make the “outside” accessible to all, whilst driving conversion and consumer engagement.

After identifying the right relatable and recognisable faces to lead our campaign, we took the five of them on a journey of exploration in the outdoors. Each of them shared personal insights on how to engage with nature, and how they take their own inspiration from it. We created a branded teaser to kick off the project, in line with TNF’s global brand content, and followed up with individual stories that linked to swipe-ups, to drive conversion. We created a unique “Never Stop” AR Filter to drive engagement, and worked with a selection of supporting talent to make the message of outdoor appeal radiate even further.

JD Sports X TNF

JD Sports X The North Face Never Stop Case Study | This Here

Influencer Marketing

Digital-first Activations

Never Stop

Dickies has been a much-loved pioneer of American workwear for more than a century. Five Dickies designs have earned true icon status – worn across the globe and adopted by all kinds of tribes as their own. Dickies asked This Here to create a shoot that would immortalise these iconic garments, capturing their unique spirit in evergreen content.

Our creative direction needed to showcase the universal appeal of these five products. We set out to communicate that the icons are made for all of us – no matter who you are, where you come from or how you style them. So for our inspiration and our setting, we went back to the one place we all started out: school. And we invited real makers – from manual labourers such as 

 – aged eighteen to eighty, to join us there.

Back to School with Dickies Case Study | This Here

Back to School with Dickies

In 1966, the identity of The North Face was carved out when an oddball crowd gathered at the opening of The North Face Store in San Francisco. It was a meeting of adventurous minds, and a poke in the eye for the mainstream.

More than 50 years later, The Pinnacle Project was created to pay homage to that historic night, bringing to the spotlight a limited edition Nuptse - an iconic, adventure-proof jacket customised with reflective duct tape.

We decided to track down the unruly spirits of the digital space and bring them together.

Having recruited a diverse set of protagonists who embodied the pinnacle attitude, the team members were captured in their hometowns of Berlin and Manchester, giving us footage that drove awareness of the campaign, hype for the Live events in Berlin, Manchester, and in the Italian Dolomites, and huge demand for the Nuptse jacket collection – nicely timed, just as winter took hold.


The North Face Pinnacle Project | This Here

Pinnacle Project

Dickies has a new brand identity, and we were asked to create an elevated Fall/Winter 2021 lookbook, that would support and communicate this fresh aesthetic. The lookbook would support the Dickies sales team, to ensure that buyers, media and PR outlets are inspired and moved by the value and potential of the work-inspired category.

Our shoot was inspired by the notion of uniform: the clothes you put on every day to feel a part of something; the pieces that make you feel emotionally protected, comfortable and cool. We played this out through three aesthetics: Minimal; Muted and Understated. In order to achieve a stripped back, elevated feel without losing the Dickies personality, we kept all creative grounded in the humanness, naturalness and humility that’s at the heart of the Dickies brand.

We approached still-life by making products feel at once high end, and a little lived-in. This helped every image suggest a hidden narrative and a hint of real life.
We decided to expand the brief and deliver a range of still and moving BTS content - haloing the incredible makers – from the 

 – who made the shoot happen. And keeping the Dickies esteem for the maker front of mind, as well as behind every picture.

Dickies Work Inspired Lookbook Case Study | This Here

Work Inspired Lookbook FW21

With the launch of their SS20 Black Series collection, The North Face wanted to cement their place at the junction of performance wear and culture by holding a unique one-night event at Paris Fashion Week.

We were briefed to recruit the talent to perform at the event – a core component of the experience. It was the element that would make or break their launch, and needed to be curated with creativity.

As the Black Series collection explores the cross-boundaries between haute couture and technical sportswear, we knew our performers needed to embody the same level of innovation and creativity.

 headlined after epic opening sets from local Parisian artist 

 whose naturalistic sounds merged seamlessly with the aesthetic of the event set design.

“a special performance from Brooklyn-based DJ and producer Yaeji brought the crowd – as well as the vision for Black Series – to life.”

The North Face Black Series Launch at Paris Fashion Week Case Study | This Here

Experiential Production

Black Series Launch at PFW

The North Face had launched a brand campaign, ‘Reset Your Normal’, but were struggling to translate this for a JD audience. This Here were tasked to form a creative content approach, to tell the story of what it means to “reset” following a global pandemic, with the goal of driving sign ups to JD’s consumer membership platform JDX.

We worked with a carefully curated roster of high profile talent, to share their lockdown experiences through honest and relatable content. The campaign ran across 4 key markets - UK, France, Germany and the Netherlands and was fronted by the likes of JAY1, Mahalia, Joelah Noble, Aylo and Le Motif. We shot them in their homes, and got each of them talking in a candid, personal way about the trials of lockdown. It was important to land an ultimately positive message – which we did by focusing on the ways they’d all found to ‘reset’ their attitude during this time, and come out of it having grown in ways they hadn’t expected.

Whether it was just getting outside, live streaming from a living room or finding new ways to get inspired – each talent gave consumers ways to enact positive change in their own lives, and to take agency over their wellbeing at a time when a lot of us were feeling quite helpless.

To help them along, we offered a range of exclusive digital experiences via the JDX platform, from online dance classes, to shopping experiences, tickets and online gigs.


JD Sports X The North Face Reset Case Study | This Here

Reset

We were asked to find artists that could reinterpret Etnia’s products and unique spirit by reimagining their natural habitat: the internet.

We teamed up with a global team of diverse and unpredictable creators including Carolina Spencer (

). We challenged them to portray Etnia’s colourful and diverse range of glasses with Etnia’s unique “Anartistic” spirit - reimagining a traditional product shot into surprising and irreverent new forms.
Surreal and unpredictable, these artistic collaborations reached a new, curious audience – positioning Etnia as a bold, creative brand. The project received an impressive cache of earned coverage in titles from Elle to Huffington Post, and the campaign was extended into an engaging always-on campaign.


Etnia

The Etnia Collective Case Study | This Here

The Etnia Collective

The North Face’s heritage ON and OFF the Mountain has always polarised its creative output into two different narratives – each with their own categories of influencers and partnership owners. We were tasked with finding a new way: a united approach that would span the brand’s philosophical, communicational, and operational output and give The North Face one true North for all contexts.

We understood that while the two worlds of On and Off Mountain differ, they’re united by the spirit of exploration. We set about building the world’s largest team of explorers; a team that embodied the brand purpose and soul of The North Face, and was diverse enough to bring every walk of North Face life together, with sustainability at their core.

The team consists of 52 explorers from across Europe, each with different story to tell across a huge array of disciplines, from trail runners to rappers, and climbers to artists. The team are active; representing The North Face on every product drop and brand campaign, creating unique content, setting challenges, showcasing the product and attending events.

The North Face Explorer Team Influencer Programme Case Study | This Here

Product Seeding

Partnerships

Explorer Team

The North Face wanted to launch the Vectiv shoe range by celebrating runners, hikers and nature lovers in a way that ensured inclusivity is visibly narrated throughout.

Partnering up with real people who would help the brand highlight the diversity and universality within an outdoor lover’s mindsets, they pushed the message that although their techniques, routines and culture may differ, what binds them together is raw perseverance and a passion for the outdoors.

We asked the influencers to team up with a photographer and capture 3 “moments” to be shared to their followers in a combination of instagram grid and story posts.

Each moment was to result in 15 high res photographs, reflecting a different way the influencers loved to be outdoors, following these suggested topics of focus as a guide:


: A favourite trail they love to hike/run.


: A club or group of friends they love to hike/run with.


Likes: 51.6k Reach 9.9M Engagement: 52.3k Engagement rate: 5.10%

The North Face wanted to launch the Vectiv shoe range by celebrating runners, hikers and nature lovers in a way that ensured inclusivity is visibly narrated throughout.

Partnering up with real people who would help the brand highlight the diversity and universality within an outdoor lover’s mindsets, they pushed the message that although their techniques, routines and culture may differ, what binds them together is raw perseverance and a passion for the outdoors.

The North Face Vectiv Launch Case Study

Vectiv Launch

Building on the themes of Dickies 100th Anniversary that celebrated the ‘maker’, This Here’s brief was to create a global campaign that celebrated the diversity of the communities that chose Dickies.

Acknowledging that the Dickies brand silently stitches all that wear it together as one, creating a bond and mindset that is more than just clothes. This Here created a day-in-the-life brand campaign featuring Dickies Skateboarding team pro skater ‘Dylan Jaeb’ as he navigates and skates his way through a city of real characters, bound together through the satisfaction of hard work.

‘Made together’. ‘Made in Dickies’


The campaign featured a 60 second hero campaign film, social cut-downs, alongside hero campaign imagery and stills released globally online.

As Dickies creative production agency, this campaign, composed of a 60s hero film and campaign imagery featuring the workforce of the US, celebrated their 100th anniversary. 

Made In Dickies 'SS23' Case Study

TV Production

Made In Dickies 'SS23' Global Campaign

As the brand approached the huge milestone that was their 100th Anniversary, This Here’s brief was to create a global campaign that showcased what has made Dickies consistently ‘Dickies’ throughout one hundred years.

Recognising that Dickies products have become more than just clothes, adopted all around the world by ordinary people, making extraordinary things. 

This Here leveraged a campaign that showcased the fact that as a brand Dickies has consistently felt an affinity and appreciation of the everyday workers. 

Shifting the focus of their anniversary away from them and toward the makers…The farmers, painters, welders, skaters, builders, plumbers, artists, makers. Each playing themselves authentically.

“We make the clothes. You make the world. Made in Dickies”

Realised through a 60 second hero campaign film, social cut-downs, alongside hero campaign imagery and stills released globally.

As Dickies creative production agency, this seasonal campaign celebrating their 100th anniversary was composed of a 60s hero video asset & campaign imagery featuring the everyday workmen and women whom fuel the brand. 


Made In Dickies 'SS22' Case Study

Made In Dickies 'SS22' Global Campaign

To promote their new sustainable trainer, Allbirds asked us to find German based fashion leaders, aged between 25 and 30, who aligned with the brand's ethos and were willing to collaborate on their mission.

The content creators in this campaign were selected carefully to ensure they came from different parts of the fashion world, were naturally unafraid to push boundaries and had the ability to redefine what is cool.

These influencers were asked to produce engaging and unified content to push out to their followers, inspiring them to consider Allbirds as a brand to choose. The shoes that they styled and created for were the Tree Runners or Tree Pipers. 

We challenged them to take creative control by choosing between three creative routes we provided, and produce elevated content that showed their audiences how to style their Allbirds based on their unique point of view, while inspiring them to feel empowered to find solutions in nature and to celebrate trees.

Allbirds

As Allbirds' creative agency we produced a European co-creative micro-influencer campaign, with a creative direction targeting a Gen Z via Instagram and Tiktok.

Allbirds Treerunner Case Study

Creative Strategy

Treerunner

The North Face briefed us to produce a new type of lookbook - produced entirely by the team of ambassadors that make up The Explorer Team. We were also briefed to produce the flat lay imagery that depicts the seasons collection and individual key looks, and design the look book itself.

The flat lay shoot took place over one day in a photography studio, showing off the season's looks in a high-quality, minimalist manner. Our team collated the products and prepared them ready to be shot whilst our still life stylist ensured all products were organised and displayed in a minimalistic and appealing format.

The flat lay images were to be included in the FW23 Lookbook alongside campaign imagery produced by The Explorer Team under This Here's direction.

The finished lookbook was  designed and assembled by This Here, with an online version including animated images.

For the FW23 seasonal lookbook, This Here produced flatlay and campaign imagery whilst also designing the book itself. Some collections included: The North Face Freeride, Denim Pack, and Black Series.

The North Face FW23 Lookbook Case Study

FW23 Lookbook

Collaborating with Cotswold Outdoor and We Wild Swim, The North Face created Hike Your Own Way - an event aiming to inspire, empower and celebrate women in the outdoors. This Here were brief to recruit key talent to attend and create content during the weekend adventure.

The event was across three days and was located in South Snowdonia. This choice of location allowed participants to immerse themselves in a range of empowering activities.


Partnering with We Wild Swim, the event offered immersive wild swimming workshops, promoting a unique way to connect with nature.


Participants were led on guided hikes through the stunning South Snowdonia region, fostering a sense of camaraderie and discovery.

Influential adventurers, Sofia from The Explorer Team, along with Shareefa, shared their personal experiences, inspiring attendees to overcome challenges and explore uncharted territories.

This Here recruited and managed the attendance of 

 at the weekend retreat alongside associated product seeding.

Hike Your Own Way Case Study

Hike Your Own Way

MTV asked us to produce a variety of content for alcohol brand Sazerac at the EMA awards with Southern Comfort and Fireball. We were asked to create video and stills with German & UK influencers showcasing theor night at the EMA’s as well as Southern Comfort and Fireball’s signature drinks.

We created videos and imagery which showcased the brands Southern Comfort and Fireball as fun, relevant and tasty to the Gen-Z audience. The project aimed to drive awareness and consideration for the UK, Germany, France and Spain markets through content that is light-hearted and humorous.

To do this, we produced two cocktail making videos for both Fireball and Southern Comfort. Then, on the EMAs night we collaborated with four influencers (2x UK, 2x German) and captured the fun, vibrant energy of the night through imagery and content. We produced separate styles and aesthetics for both Fireball and Southern Comfort to nod to their individual brand values and identity.

MTV EMA’s Case Study

EMA’s with Southern Comfort and Fireball

To celebrate one hundred years of Dickies, we were asked to create a campaign that paid homage to the brand's past, whilst simultaneously celebrating the future they’re trying to build. We pitched the idea of making a TV Documentary instead of an advertising campaign, providing us a platform to tell the story with the beauty and grace it deserved.

Made To Last - a feature length TV documentary, explores American grit and resilience through the eyes of an an all-American rancher, a Chicana mechanic and a DIY skate park. The film explores what it takes to create a legacy and make it last for generations to come.

Streaming around the world on Vice TV, we created a piece of branded entertainment with a powerful message. One of unity, hope and humility.

Dickies 'Made to Last' Documentary

Made to Last Documentary

North Sails is the leading brand of the ocean world known for their innovative technologies and sustainable products. The brand approached us to create a global creative campaign for Fall/Winter ‘23 that brought to life the ‘One North’ story, uniting the three divisions of the brand (Action Sports, Sailing and Apparel).


To bring to life the ‘One North’ story we created the direction for the hero brand anthem that acted as the primary campaign asset. The brand anthem told the story of the full spectrum of ‘North’ people, and how they are united in the feelings they’re searching for in the ocean, and the direction they head to find them, showcasing that North Sails is much more than a brand, it's a direction. This Here created assets that laddered down from the brand film from six second product adverts to stills photography.

North Sails

As North Sails’ Global creative production agency, this 360° campaign included video and image assets for social media, eCommerce, email CRM & digital.

North Sails - Go North Global Campaign Case Study

#GoNorth Global Campaign

As a colour synonymous with New Balance as a brand, Grey Day celebrates the transcendent nature of grey and the enduring legacy of New Balance heritage. 

To celebrate, New Balance briefed us to create editorial imagery which showcased the four key sneakers within the Moon Daze collection. These images were to live on the END. and New Balance website.

We produced an editorial photoshoot and demonstrated the power of grey by using everyday items coloured in grey paint. Heroing the four key sneakers from the Moon Daze collection, we created four different set ups, each with their own model and set of grey props.

The models were styled head to toe in grey END product to give a subtle nod to the brand collab and the assets created were made to live exclusively on END.’s Instagram feed.

As New Balance’ creative agency this ‘All Grey Everyday’ inspired editorial photoshoot by This Here, produced 23 editorial images for collaborative use with END.

New Balance Grey Day '23' Case Study

Grey Day '23'

To promote PUMA’s newest shoe, the PUMA Mayu, we created a mini-video content series called “Get Real with Me” that would appeal to the size? consumer.

Anouska and Kadimah aka NUKA Nails hosted this series in their nail studio whereby London based fashion creatives came into their nail studio to get their nails done, matching the colourway of their PUMA Mayu shoe. Whilst they are getting their nails done, Anouska and Kadimah had some light-hearted ‘girl talk’ with them, covering topics such as:- their interests, challenges, their journey getting them to where they are now, fashion favourites (dos and don'ts, must haves) and what's next in their careers etc.

The video content series came in the format of an instagram reel which was accompanied by a GIF and imagery of the influencers in the different MAYU colourways.

Etnia

The Etnia Collective

Work

Etnia

The Brief

The Project

Other Projects