The North Face Digital Campaigns
During my time at The North Face I was able to lead in expanding our capabilities when creating the digital portion our campaigns through the implementation of UX best practices, accessibility, user flows, and analytics to create comprehensive digital ecosystems that would not lead users to a dead end on the site.
We were able to create a number of high-profile campaigns for product launches and collaborations with brands such as MM6, Gucci, Brain Dead, and Supreme.
Additionally we tried to reduce the level of effort dependent on the KPIs we were trying to attain by reducing the sheer number of dedicated landing pages and when applicable, driving the user into the shopping funnel where they would be more likely to convert which in tern helped to increase our online sales revenue.
VECTIV Global Product Launch
The North face has been challenged for years in its attempts to become a mass-market shoe retailer. My team was tasked to bring to life the digital portion of the campaign for The North Face’s latest technological innovation in trail running — VECTIV.
Working closely with the in-house brand creative team and global marketing orgs we developed the digital experience and consumer journey to tell an in-depth, accessible technology story for our consumers that celebrated the notion of constant motion as well as telling a technology story about the shoe.
The experience was highly successful in driving sign ups to our customer loyalty program, VIPeak as well as complete sell through of the entire initial pre-sale inventory.
Watch the video above for a site walk through or click “visit site” to experience the live version.
The North Face X Brain Dead
The North Face partnered with the cult streetwear brand Brain Dead for a small run, yet high profile collaboration combining TNF’s iconic pieces such as The Denali Fleece, 1990 Mountain Jacket, and The Nuptse.
Meant to “reimagine the concept of the expedition as more of a state of mind. Adventure through ideas,” we tried to create an immersive, psychedelic digital world where a user could “explore” various chapters of the story and purchase along the way.
We created a three dimensional world the user could scroll through to explore the Brain Dead world.
Along the way users could watch vignettes starring TNF athlete Ashima Shiraishi and Brain Dead founder Kyle Ng modeling the collection. Each chapter highlighted a section of the collection which would drive the user to a PDP to order.
Watch the video above for a site walk through or click “visit site” to experience the live version.
Futurelight Global Product Launch
In 2019 The North Face introduced a brand new waterproof, breathable fabric called FUTURELIGHT. Developed to answer the inherent issues with the industry standard fabric Gor-Tex, namely breathability, softness, and flexibility while maintaining a high degree of water resistance.
Our challenge was how to tell this product story using previously briefed inbound assets and existing sales media with the final product being an in-depth technology story focussing on overall benefits.
As the user would scroll they would view pieces of assets that had been created by our agency of record that we used to tell the technology story behind the new fabric highlighting its softness, durability, waterproof abilities, and sustainability.
Watch the video above for a site walk through or click “visit site” to experience the live version.
The North Face | MM6 Collaboration
Along with product launches I was also able to work closely with brand team to develop highly stylized shopping experiences for various collaborations with fashion houses such as MM6. Once again the challenge my team was faced with was being briefed very late in the process and having to cobble together an experience based off outside that were never intended to be used our our site. We were, however, able to partner with the brand creative team to develop stylized product photography we could use for the PDP as well as the collection page.
Watch the video above for a site walk through or click “visit site” to experience the live version.