The North Face
As a creative strategist at The Atlantic, I developed a brand narrative and creative brief for a 360 marketing campaign to drive awareness around The North Face’s innovative FutureLight technology.
Key Contributions
Creative Strategy: My proposed idea focused around the themes of mastery, craft, and innovation. I positioned The North Face as a natural partner for The Atlantic as both brands have honed their craft over time and exemplify mastery. My ideas for branded content centered around athlete-driven stories and the birth of their craft.
Marketing Strategy: I used audience insights to develop and pitch an omnichannel marketing campaign to promote The North Face's new product line across The Atlantic's digital and print channels:
- 2 custom branded content articles
- a feature in The Atlantic's redesigned print issue
- an augmented reality experience
- paid media ads across TheAtlantic.com
Collaboration: I worked with an art director, sales manager, and content writer from my internal team at The Atlantic to bring this campaign to life.
See my creative brief
Results
My revised creative brief (excerpt shown below) resonated with The North Face, and they committed to creating the program. Due to shifting timing constraints and client priorities, we revised the sold idea, and the final output focused on the story of Hilaree Nelson and Jim Morrison's record-setting descent of Lhotse.
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