Pierre-Ange Aznar
Pierre-Ange Aznar

Client

The North Face FUTURELIGHT™

Project

Made To Defy

Type

360° Global Launch Campaign 

Agency

Sid Lee Los Angeles

Role

Art direction + Design

PHOTOGRAPHY

Nicholas Alan Cope

Film Direction

Rodrigo Valdes

Date

2019

In 2019, The North Face launched FUTURELIGHT™, the most advanced breathable-waterproof fabric ever created. To introduce this revolutionary technology created with athletes, we challenged world explorers to defy their own limitations and to explore the future with an awakened curiosity to take on the impossible, because FUTURELIGHT™ is Made To Defy.
This was one of the brand’s biggest campaigns to date.

+676% increase in revenue vs. 2018
$1.8M in total sales within one month of launch

Anthem Film :30

The North Face: FUTURELIGHT™

PHASE 1: THE REVOLUTION BEGINS

We teased the launch of FUTURELIGHT™ with short dramatic films, OOH in NYC and social content one week before the launch.

Teaser Film :15

The Revolution Begins

Teaser Film :30

The Revolution Begins

Pierre-Ange Aznar

OOH in NYC

The Revolution Begins

Pierre-Ange Aznar

SOCIAL CONTENT (IG POSTS + STORIES + FACEBOOK)

We took over The North Face 5M followers Instagram to ask explorers What If questions about key elements of FUTURELIGHT™.

PHASE 2: DEFY THE PAST WEAR THE FUTURE

On October 1st, we officially launched the release of FUTURELIGHT™ with a 360 campaign that included an anthem film, OOH, an educational web film series, social content, digital banners, AR experiences, as well as a launch event in NYC.

ANTHEM FILM :60

“Made To Defy”

TV SPOT :30

“Wear The Future”

OOH IN NYC

“Defy The Past, Wear The Future”︎

Pierre-Ange Aznar

DIGITAL OOH IN TIMES SQUARE, NYC

“Defy The Past, Wear The Future”︎

Facebook Educational Experience

Instagram Ar Filter

Instagram Ar Filter

Educational Web Series :30

Innovative Waterproof

Educational Web Series :30

Unprecedented Softness

Educational Web Series :30

Sustainability Focused

Educational Web Series :30

Breakthrough Breathability

Pierre-Ange Aznar
Pierre-Ange Aznar
Pierre-Ange Aznar

Print ADS + WEB BANNERS

Defy The Past, Wear The Future

AR Print Experience

FUTURELIGHT™ x The Atlantic

Pierre-Ange Aznar
Pierre-Ange Aznar
Pierre-Ange Aznar

Client

The North Face FUTURELIGHT™

Project

Made To Defy

Type

360° Global Launch Campaign 

Agency

Sid Lee Los Angeles

Role

Art direction + Design

PHOTOGRAPHY

Nicholas Alan Cope

Film Direction

Rodrigo Valdes

Date

2019

In 2019, The North Face launched FUTURELIGHT™, the most advanced breathable-waterproof fabric ever created. To introduce this revolutionary technology created with athletes, we challenged world explorers to defy their own limitations and to explore the future with an awakened curiosity to take on the impossible, because FUTURELIGHT™ is Made To Defy.
This was one of the brand’s biggest campaigns to date.

+676% increase in revenue vs. 2018
$1.8M in total sales within one month of launch

Anthem Film :30

The North Face: FUTURELIGHT™

PHASE 1: THE REVOLUTION BEGINS

We teased the launch of FUTURELIGHT™ with short dramatic films, OOH in NYC and social content one week before the launch.

Teaser Film :15

The Revolution Begins

Teaser Film :30

The Revolution Begins

Pierre-Ange Aznar

OOH in NYC

The Revolution Begins

SOCIAL CONTENT (IG POSTS + STORIES + FACEBOOK)

We took over The North Face 5M followers Instagram to ask explorers What If questions about key elements of FUTURELIGHT™.

PHASE 2: DEFY THE PAST WEAR THE FUTURE

On October 1st, we officially launched the release of FUTURELIGHT™ with a 360 campaign that included an anthem film, OOH, an educational web film series, social content, digital banners, AR experiences, as well as a launch event in NYC.

TV SPOT :30

“Wear The Future”

OOH IN NYC

“Defy The Past, Wear The Future”︎

DIGITAL OOH IN TIMES SQUARE, NYC

“Defy The Past, Wear The Future”︎

Facebook Educational Experience

Instagram Ar Filter

Instagram Ar Filter

Educational Web Series :30

Innovative Waterproof

Educational Web Series :30

Unprecedented Softness

Educational Web Series :30

Sustainability Focused

Educational Web Series :30

Breakthrough Breathability

Pierre-Ange Aznar
Pierre-Ange Aznar

Print ADS + WEB BANNERS

Defy The Past, Wear The Future

AR Print Experience

FUTURELIGHT™ x The Atlantic

Pierre-Ange Aznar
Pierre-Ange Aznar
Pierre-Ange Aznar