In early 2020, Covid-19 turned the world upside down. As the reality of the situation set in, we realized this summer was going to be unlike any other. And “typical” summertime activities were not going to be possible, including summer camps. That’s where we saw a hole The North Face could fill: provide children and parents with fun, free, educational activities that inspires them to explore the world right outside their door.

From the creative identity to the curriculum of the entire camp, we created everything from the ground up. We also created a participation rewards system to further engage our audience and have campers share their participation under #TNFSummerBaseCamp.

The two-week camp was a huge success with over 20,000 signups that were made up of 80% new customers.

Inviting All Campers!

To introduce The North Face Summer Base Camp, we created a :15 second stop-motion film featuring The North Face products, as well as objects that hint to some of the activities our campers will be doing.

Camper T-Shirt

No summer camp would be complete without a camp t-shirt. To stoke excitement, we provided campers with a how-to video on how to tie-dye a t-shirt inspired by a natural wonder of the world: The Aurora Borealis

Week 1 - Exploring Locally

For the first week of camp, our lessons were taught by Jimmy Chin, Nina Williams and Ashima Shiraishi. The lessons focused on exploring and learning more about the world right outside our front doors.

Campers join Photographer and Professional Mountaineer, Jimmy Chin, for a crash course in snapping epic shots and learn to make their own pinhole cameras.

Professional Climber, Nina Williams, teaches campers about natural-formed patterns and shares how to create a masterpiece with items found in the backyard.

Campers head to the kitchen with Professional Climber, Ashima Shiraishi, for tips on making healthy (and delicious) traily-friendly treats.

Week 2 - Exploring the World

The second week of camp featured lessons taught by Coree Woltering, Manoah Ainuu and Hilaree Nelson. The lessons focused on the natural wonders of the world.

Coree Woltering, Professional Ultrarunner, teaches map making and navigation for getting out without getting lost.

Campers learn six essential skills for survival in the wilderness from Manoah Ainuu, Professional Climber.

Professional Ski Mountaineer, Hilaree Nelson, closing the camp series by sharing what it’s like to climb Mt. Everest and teaching campers how to build at-home base camps.