Details
For The North Face, we blended traditional film techniques with cutting-edge heat-mapping technology to craft a gritty, urban campaign. The goal was to create an environment that showcased the brand’s rugged outdoor wear in a way that felt raw, edgy, and grounded in real-world grit and toughness.
Brief
The North Face aimed to create a campaign that would highlight their outdoor gear in a gritty, urban setting, evoking the “Top Boy” aesthetic. Our task was to use mixed media techniques, including heat mapping and glitch effects, to give the visuals a unique, cold, and gritty vibe.
Process
We used a combination of traditional camera work and heat-sensing technology to create layered visuals that felt dynamic and raw. By matching heat-mapped frames with the live-action shots, we added a sense of depth and movement, making the video feel immersive. The glitchy transitions amplified the campaign’s urban energy.
Impact
The campaign was well-received, setting a creative trend that later became a hallmark of urban outdoor wear visuals. It pushed the boundaries of traditional editing, blending tech and street aesthetics to create something bold, fresh, and forward-thinking for the brand. It resonated with the target audience and beyond.
