the
North Face
Multi-Media Campaign
Partnership with
Emily Burke
Opportunity: Inspire the next generation of women explorers.
Insight: Women don't need men to have an adventure.
Idea: Embrace your braveness. Women are a lot tougher than society gives them credit for. Get outside and show them everything you can do.
Roles:
Art Director
Designer
Copywriter
EMBRACE
YOUR
BRAVENESS
EXPERIENTIAL
Brave VR set demonstrated at the Outdoor Retailers Show. The set brings outdoor challenges to women's home with high tech body suits putting the user into the environment.
RETAIL
North Face Women pop-up stores challenge women to embrace their braveness while shopping with the most extreme gear at the top of the terrain.
APP Design
Her Field Guide encourages users level up their braveness with AI suggested challenges, finding the North Face gear perfect for them.
Social
The NorthFaceWomen Instagram launches a 30 Days of Brave challenge featuring athletes and users, creating a community of brave women.
Disruptive outdoor
A sidewalk art optical illusion of the Yosemite Half Dome is a photo op for brave women in their everyday lives
DIGITAL OUTDOOR
Outdoor boards respond to women following the @NorthFaceWomen instagram page to show how many brave women there are.
