One North Face jacket conquers parallel worlds

Client: The North Face

Agencies: Factory Design Labs, Pandemic, Vitamine

Market: China

Scope: Online

Details: The North Face's pulse-pounding new spot follows famed athlete cum photographer Jimmy Chin, as he sets out on two nearly identical quests (one urban, one in the mountains) to capture the ultimate 'magic hour' photograph at sunset.

The video is part of a larger campaign that invites viewers to follow Chin on to the next stop of his adventure by taking part in various social and consumer events, which can be found on its campaign site.

The digital campaign continues Chin's story online by getting consumers to explore what he wore in the spot (a North Face jacket with Thermoball insulation) and experience the functions of the product.

Press release quote: "Along the way, Chin moves with a smile on his face, assured in the quality of his new The North Face Thermoball jacket and its ability to protect him against the best and worst each region has to offer".

Campaign's comments: We like the unique split-screen technique, which creates a story-rich spot. Chin's energetic charisma helps.

Previously: A North Face popup store in Korea draws unsuspecting customers who find that they need to scale the walls.

CREDITS

Title: ‘Never One Place, Always One Jacket'
Client: The North Face China
Marketing Director: Neville Lin
Agency: Factory Design Labs, Shanghai
Managing Director: Sook Ping Chow
Executive Creative Director: Kelvin Leong
Agency Producer: Aywei Wong
Production Company: The Sweet Shop
Director: John S Park
Executive Producer: Claire Davidson
Producer: Ivy Low
DOP: Werner Maritz
Editor: John S Park
Post Production: Locus Post, Seoul
Music: Floor6 Studio, Seoul
Co-Production Partner: Pandemic, China
Executive Producer: Aywei Wong
Line Production Company: The Network, Cape Town
Art Director & Production Designer: Jeremy Argue
Digital Agency: Arkr Group's Vitamine, China
Managing Partner: Jason Zhan