The North Face created a revolutionary fabric technology that defied what a waterproof fabric can do - one that is not only waterproof but also incredibly breathable. While most waterproof jackets keep you dry on the outside, you end up hot and sticky on the inside. We challenged people to rethink what a waterproof fabric can be with a 360 multi-channel global campaign that includes a teaser campaign hinting at what’s to come, content that showcases FUTURELIGHT’s innovation and unique benefits, and a strong campaign visual identity that showcases the new fabric.
+676% increase in revenue vs. 2018
$1.8M in total sales within one month of launch
THE REVOLUTION BEGINS
We teased the launch of FUTURELIGHT with films and content one week before the launch of the campaign.
MADE TO DEFY
On 10.01.19 we officially launched the release of FUTURELIGHT with a 360 campaign that included an anthem film, AR experiences, digital OOH, an educational web film series, social content, digital banners, as well as a launch event in NYC. This was one The North Face’s largest campaigns to date.
Launch Day, SOHO Flagship Store
NYC Launch Event
We celebrated the launch with a performance by Grammy Award-winning songwriter Mura Masa and an elaborate art installation telling the story of breathable, waterproof protection delivered by FUTURELIGHT technology.
The Atlantic AR Experience
We created an AR Experience of Hilaree Nelson, Team Captain, and her Lhotse Expedition. The expedition made her the first person to ever ski down Lhotse.
Facebook AR + Instant Experience
To bring the FUTURELIGHT story to life, we created an AR experience within the Facebook platform. The jacket was brought to life through user’s world-facing lens, where they could then zoom into the jacket to the nanospinning technology. The Instant Experience gave users an in-depth look into the innovation and creation of FUTURELIGHT.
