Pinnacle Project

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 to 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.

Following a shoot with our Berlin creatives, Boiler Room hosted a secret off camera party with some of Berlin and Hamburg's finest rising talents, and The North Face hosted a Pinnacle Project installation at B&&B feating a climbing wall race, and a customisation station.

In partnership with JD, The North Face hosted a Pinnacle Project event in Manchester including an athlete-driven climbing experience, customisation station, and performances from our selected rising talents.

The project merged with The North Face Mountain Festival. Our emerging talent experienced a true outdoor experience including a multi-day camp-out, climbing, mountain-biking, and paragliding events, and several memorable evenings of talks, music, and shenanigans with The North Face sponsored athletes and influencers alike.