The North Face.
Brand Direction and Expression. Experiential Marketing, Creative Direction, Visual identity and Retail Design for EMEA & APAC Markets over a period of 6 Years.
With the aim to imitate the experience of travel, the installation at Hong Kong’s Landmark mall is inspired by the descent from a mountain’s summit to base camp. Boasting a 12-meter tall installation, the space is enveloped by a snow-capped mountain landscape. The backdrop is a tribute to the collection’s debut previously held at Changbai Mountain, where the iconic sculpture was displayed against a cinematic winter projection.
TNF x Kaws Launch
FW22 Urban Geology.
Creative Direction, Visual Identity, Copywriting,, Retail Installations, Media Preview Event.
Brand repositoning for Asian curated product line Urban Exploration, also known locally as TNF UE. The collection features a seamless combination of technical outerwear and functional casual lifestyle pieces that can be worn in both urban and natural settings. The campaign directive for the season is themed "Urban Geology," which inspired visually compelling artworks, studio sets, and a utopian world used as a backdrop for events, retail concepts, and wider campaign material - thus creating a holistic point of view for the sub brand.
Urban Exploration
It's More Than a Jacket
Full Funnel Campaign creation utilising athlete stories and product innovation to create a multifaceted campaign at a European level.
Full Funnel 360 Marketing
Advanced Mountain Kit
Launching the brands most innovative mountain climbing apparel to date. A collection of individual pieces that together combined, provide the most ultimate protection for high altitude excursions. We brought to live this collection through high impact visuals in both digital and physical spaces on our own channels and wholesale doors.
Experiential Activations
A series of experiential activations from The North Face during my early career. My role was to conceptualise and project manage a series of complex multi-faceted experiences that presented themselves as brand defining events in untouched spaces for such outdoor brands at the time.
The North Face was the title sponsor of one of the most beautiful trail races in the world for 8 years. Taking place in the most iconic and fascinating places in the Dolomites, the Lavaredo Ultra Trail, a series of four trail running races that take place annually in Cortina in June with the participation of thousands of international athletes.
Lavaredo Ultra Trail
One of the brands first truly pan Europeanl campaign concepts that united the city and mountains in a series of 3 events in the Italian Alps, Manchester and Berlin. Pinnacle Project invited only the most rebellious spirits to come together through experiences tapping into outdoors, fashion and music scenes most relevant to the brand’s evolving culture. For the events, we paternered with fashion tradeshow brand B&&B and lifestyle sportswear brand JD Sports. This partnership would strengthen brand affinity in areas beyond the outdoors. Additionally, this diversity ensured each event would entice a different kind of audience.
Pinnacle Project
