Between The Human And The Wild
Academy of Art

Medium
Outdoor
Print
E-commerce
Experiential
Social



THE ASK
Seize a strong identity within The North Face broad target group all while attracting the next generation of outdoor enthusiasts.

THE RESULT
With the insight that the younger generation of consumers values a recreational and personal relationship with the outdoor world, rather than adrenaline rushed conquering of mountain peaks, we followed people out in nature and asked them, what’s between you and the wild? What we found created a new view of the outdoor adventure, where self-discovery, simpleness, and playfulness awake in nature.










Billboards
The campaign introduces itself boldly – where a series of three billboards leads the viewer to ask themself, what's between you and the wild?











Experience
Living in a big city usually invites a different kind of wild, so we want to inspire urbanities to also discover nature as a way to let loose. Together with Fotografiska New York, North Face presents “Humans Gone Wild.” A portrait exhibition that celebrates the international history of people gone wild in nature. Telling the stories behind the people and their acts that help push the normal of outdoor recreation and exploration. 


E-commerce
Expanding further on the endless stories of all the things between us and the wild – we developed an editorial website that allows the user to browse a whole new world of inspiration. With interviews, photography, and intentional product placing, the website seizes all aspects of the campaign and builds on the relationship between North Face and the next generation of outdoor enthusiasts.






Social
With the hashtag #betweenyouandthewild, North Face invites the viewer to interact with others' stories and to share their own.