Accomplice:

Carlos Rodriguez

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Case Note:
Create a campaign for The North Face which is currently losing its footing and has lost trail of what they want to represent.

What was the suspect thinking?

The North Face is for people who are courageous, adventurous, who wouldn't let fear stop them from taking the leap. What do such people have in common? Scars. Scars are not just healed injuries, they are stories they wear. We want all of the people who brave scars to know, if they have scars, they belong to TNF.

How was this executed?

Exhibit 8543: Suspect's statement

Exhibit 8846: The Executions

We kick off the campaign with an ad film that establishes the new positioning of The North Face.

Exhibit 8846: The Executions

After the film is out, we invite people to submit their scars and the stories associated with it.

Exhibit 8846: The Executions

When a person chooses to submit their scar and story they are brought to this website interface.

Exhibit 8846: The Executions

With the submissions we have received, we would create an immersive gallery experience for people to understand the grit and the strength of people with scars and the tribe of TNF.

Exhibit 8846: The Executions

We would also have a travelling cube that goes to prominent locations across the world to give people to participate in a visceral and immersive VR experience made out of the stories we receive.

Exhibit 8846: The Executions

And finally we would release a limited edition inspired by the scars people had submitted. Thus, the scars become the stories we wear, quite literally.