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DDB Seattle’s first work for North Face, a label as likely to be spotted at an urban bistro as on a mountaintop, is an effort to retain the brand’s authority with the extreme-sports set while still appealing to trend followers.
Seventeen print and outdoor executions feature beauty shots of outdoor adventurers well known to enthusiasts.
In one, skier Will Burks vaults over a boulder-strewn chasm; in another, the line “Newton was a pessimist” is paired with a shot of rock climbers Kevin Thaw and Cedar Wright scaling the Hand of Fatima in the Mali desert; in a third execution, Wright hangs over a river in Argentina, suspended from a steel cable.
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