The North Face Holiday
The North Face Holiday
Client
The North Face
Year
2025
Lifestyle outerwear commercial
Lifestyle outerwear commercial
Objective
The North Face, a major outdoor recreation and lifestyle brand, turned to the creatives at DICK'S Media to build an upper funnel holiday campaign. Centered around a hero commercial spot aimed at families and young adults during the 2025 holiday gifting season, the key ask was to show their product in a true winter setting from a lifestyle perspective; approachable outdoor terrain and activities for the more casual target demographic.
The North Face, a major outdoor recreation and lifestyle brand, turned to the creatives at DICK'S Media to build an upper funnel holiday campaign. Centered around a hero commercial spot aimed at families and young adults during the 2025 holiday gifting season, the key ask was to show their product in a true winter setting from a lifestyle perspective; approachable outdoor terrain and activities for the more casual target demographic.
Client
The North Face
The North Face
Industry
Outerwear
Outerwear
My Contributions
Concept Design
Concept Design
Art Direction
Art Direction
Video Post-production
Video Post-production
Motion Design
Motion Design
Creative Ways In
With four product sets to feature, we went with shooting four separate hero spots; each a vignette of outdoor exploration moments focused on one of the two main target groups. That approach called for a family of four and a young adult couple. We built a shot plan to depict a love of exploration and the outdoors that felt on brand with The North Face while resonating with consumers during the holiday season.
With four product sets to feature, we went with shooting four separate hero spots; each a vignette of outdoor exploration moments focused on one of the two main target groups. That approach called for a family of four and a young adult couple. We built a shot plan to depict a love of exploration and the outdoors that felt on brand with The North Face while resonating with consumers during the holiday season.
Location
For our visually-striking winter setting we chose The Fortress; a mountain and its surrounding area in the Kananskis Valley of Banff National Park in Alberta, Canada. It was important for the location to look and feel remote with dramatic vistas, but also offer easy terrain for staying true to the objective of appealing to the casual outdoor enthusiast.
For our visually-striking winter setting we chose The Fortress; a mountain and its surrounding area in the Kananskis Valley of Banff National Park in Alberta, Canada. It was important for the location to look and feel remote with dramatic vistas, but also offer easy terrain for staying true to the objective of appealing to the casual outdoor enthusiast.
Weather
Snow was a must for staying true to the holiday-centric campaign. A day before the shoot we had perfect weather and just enough snow on the ground for the look we wanted, but that changed with some considerable snowfall and wind moving in overnight. Working around areas with harsher conditions was a challenge at times, which we managed by taking advantage of spots with natural wind-blocking formations and leaning into slow-motion footage more than originally planned.
Snow was a must for staying true to the holiday-centric campaign. A day before the shoot we had perfect weather and just enough snow on the ground for the look we wanted, but that changed with some considerable snowfall and wind moving in overnight. Working around areas with harsher conditions was a challenge at times, which we managed by taking advantage of spots with natural wind-blocking formations and leaning into slow-motion footage more than originally planned.
Direction
Staying true to the brand and the brief meant making the jackets the heroes of the spot while maintaining an aspirational tone; nothing too heavy on product features or callouts. To do this, the talent were given basic actions to perform; hiking, sightseeing, socializing. The camera was then directed around these activities, capturing product while in use and in motion to avoid feeling overly-staged.
Staying true to the brand and the brief meant making the jackets the heroes of the spot while maintaining an aspirational tone; nothing too heavy on product features or callouts. To do this, the talent were given basic actions to perform; hiking, sightseeing, socializing. The camera was then directed around these activities, capturing product while in use and in motion to avoid feeling overly-staged.
Post-production
Minimalist motion graphics were developed for elevating the footage. Animated grid lines forming frames as they cross for type, logos or broll to appear within; inspired by cartographic imagery. This became a thread through which each spot and its accompanying static placements on socials were further visually unified.
Minimalist motion graphics were developed for elevating the footage. Animated grid lines forming frames as they cross for type, logos or broll to appear within; inspired by cartographic imagery. This became a thread through which each spot and its accompanying static placements on socials were further visually unified.
Results
The North Face holiday campaign excelled across all benchmarks, most notably in driving social media audiences to DICKS.com, surpassing CTR goals by 145k clicks, resulting an outstanding ROAS performance of $9.85 and over $882k in TNF revenue.
The North Face holiday campaign excelled across all benchmarks, most notably in driving social media audiences to DICKS.com, surpassing CTR goals by 145k clicks, resulting an outstanding ROAS performance of $9.85 and over $882k in TNF revenue.
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Concept Design
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