The North Face

The Brief

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.

The Project

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.

  • Influencer Marketing

Other Projects