THE NORTH FACE / WALLS ARE MEANT FOR CLIMBING

For The North Face, we created a campaign that called for an end to the current political climate surrounding immigration. Instead of building walls to separate people, we built walls so that people could come and climb them. Our “Walls Are Meant for Climbing” campaign was launched in the US, Canada, the United Kingdom, Mexico and China.

Not only did it involve a poster campaign, August 19, 2017 was declared Global Climbing Day. To mark the occasion, we teamed up with some of the world’s best climbers and over 50 climbing centres around the globe to offer free climbing opportunities to the public.

THE NORTH FACE / QUESTION MADNESS

The North Face asked us to remind the world why exploration matters. Along the way, we discovered that today’s explorers are often misunderstood. We needed to change people’s perceptions.

Question Madness challenges preconceived ideas of a life well lived, ultimately proving that feeding our curiosity is the clearest path to progress.
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SKILLS: Art Director, Creative Director
CLIENT: The North Face

Executive Creative director: Kristian Manchester

Creative directors: Jean-François Dumais, Brian Gill
Copywriters: Aurélien Liguori, Andrew Lord
Art directors: Jean-Michel Mercier, Alexandre Burt-Riley
Global Producer: Claudia Roy
Postproduction director: Lysianne Bellemare
Director: Stacy Peralta – Nonfiction Unlimited
Producer: Nonfiction Unlimited, Union
Music & Sound: Studios Apollo
Color grading: Mels
Print -
Creative directors: Jean-François Dumais, Brian Gill & Kristian Manchester
Copywriter: Andrew Lord
Art director: Jean-Michel Mercier

THE NORTH FACE / MOVE MOUNTAINS

THE NORTH FACE move mountains

THE NORTH FACE / MOVE MOUNTAINS

For more than 50 years, we have empowered people to push boundaries outdoors. Today, The North Face are enabling the future of all exploration by celebrating creators, athletes, educators, and innovators. Relentless and unexpected explorers—role models who move mountains. Discover the stories of women pushing the boundaries of exploration.

SKILLS: Art Director, Creative Director
CLIENT: The North Face

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SidLee.MoveMountains.TNF-ashima-portrait.jpeg

THE NORTH FACE / THE OTHER WAY

THE NORTH FACE / THE OTHER WAY

Summit Series by The North Face had become deluded. Once a line of performance-driven climbing equipment, it slipped into the mainstream. We needed to reposition Summit Series as the gear extreme athletes survive on. We led Summit Series in a new direction: The Other Way. Reconnecting the sub-brand with its roots—The World’s Finest Alpine Equipment—The Other Way is a challenge: Denounce the well traveled in favour of the uncharted. The base of this identity is a gradient effect, symbolizing the effect of sunlight on mountain faces, illuminating one while shading another: The Other Way. A monochrome scheme was used to draw attention to the built-in performance and tech aspect of Summit Series. We also needed to create a simple style guide that thephotographers could follow while shooting Summit Series up in the mountains.

We extended our concept through a series of posters. They introduced the new visual identity, and displayed the new collection in action. Additionally, the Fall / Winter 2015 Summit Series Lookbook needed to introduce the new visual identity, and display the collection: The perfect blend of mountain porn and product shots, to inspire climbers to conquer, with the World’s Finest Alpine Equipment Reimagined.