In a moment of change, The North Face and JD Sports come together to create a redirection for the brand. The audience of JD Sports is more likely to wear a Northie to a rave rather than up a mountain. This meant that previous content didn’t resonate with the Gen-z audience.

We introduced music based protagonist, AntsLive as the face. Known for his elaborate music videos shot in the outdoors, this was the perfect face for both brands.

We built the direction for the year, shooting 2 campaigns in the outdoors with AntsLive. This was followed up with a viral CGI ad of the Nuptse jacket on Big Ben. Gathering millions of views and dozen’s of news articles questioning whether it was real or not.