On The Brink
To introduce a radical new apparel technology from The North Face, we used something extraordinary—a story. At the core of this integrated campaign is a short film about how an athlete’s real-life brush with death gave rise to game-changing innovation. In addition to outdoor, the campaign ran extensively in print and online, the latter featuring a :15 preview of the film. All tactics drove consumers to experience the entire narrative at thenorthface.com.
