OUR WORK

The North Face EMEA wanted to create its International Women’s Month Campaign around 3 of their emerging athletes. The campaign is a pledge to the future. Here are, three athletes competing, not just in sports but in life, to change the outlook of their respective sports. By sharing these stories, we share that pledge: a promise to never give up.

We asked the question why.
Why never give up.
Inequality, visibility, representation, opportunity – these stories are not about things that have held these athletes back. They’re about the things that have driven them forward. The creativity was centered around the process of making something that lasts forever, the creation of an object that represents the pledge for the future, to leave their mark on history.

The campaign concept was delivered through a series of pieces of content dedicated to each athlete as well as an anthem video introducing the concept of the campaign “Never Stop Her”. The content was distributed across all The North Face EMEA channels.

The North Face wanted to reinforce its credibility in the outdoor community by leveraging and raising the profile of Hansjörg Auer, a world class climber and member of The North Face athlete team. The goal was to increase Hansjörg’s awareness globally as a true manifesto of the brand positioning and values.

“What kind of children becomes explorers?”

We decided to focus on Hansjörg’s personal story since his childhood: the story of a nerdy kid that grew into one of the greatest athletes in history.
Hansjörg was amongst the quiet ones in the lineup, a kid that finds his own resilience and fights fear and doubt with self-knowledge. When you don’t bend to external factors, you grow an inner strength that leads to great things.

“A child’s game became a man’s identity.”

The narrative we developed around the motivations that drove Hansjörg enabled us to communicate The North Face core values and connect with the larger consumer base of the brand.

The core of the project was the creation of an introspective and epic film, housed on The North Face’s channels and presented at major film festivals globally. We surrounded the film by several social media edits to increase the reach and connect the audience with the story before and during the film premiere. As part of the project we have also managed Hansjörg’s social media to help telling the story and increase his profile during and after the movie release.

Salewa is centered on the idea of “Pure Mountain”, engineered in the Dolomites. The Dolomites are both inspiration and vision for the brand. We partnered with Salewa since 2015 and in 2020 we embarked on a journey to bring to life the brand identity and values in a whole new way in a very uncertain context.

"#FeelHOME".

In 2020 due to the Covid-19 outbreak half of the world population has been told to stay put at home, where they discovered that home is more than the four walls which they live in. Home is where we all value simple life by stripping off everything that is unnecessary.

The goal of this partnership is to make people think about what home truly means to them and celebrate the importance of feeling at home in the mountains. #feelHOME is a hymn to life, intended as experiencing shared values in the place we love the most.

We built a unique and differentiating campaign from concept to production, that enabled a consistent narrative for the brand across digital channels for the winter season, and beyond. We also helped the brand to fit and flow several product stories underneath the same campaign platform throughout the months.

The campaign came to life through an anthem video and various iterations of the concept on social media, including community activation and product integration.

We, together, moved the brand to the next level and recruited a new generation of progressive mountaineers.

Alta Badia, in the heart of the Dolomites, with its astounding nature, distinct centennial culture, delicious cuisine, and the warmth of Ladin people, stands out for the precious and enjoyable experiences in the mountains. During the Covid-19 outbreak Alta Badia had to shut down, but still wanted to build a positive sentiment of hope and confidence in their local community and customers in such an uncertain moment.

"Dalunc mo adüm, distant but united - we'll get through this"

The Ladin cultural identity was the starting point of our creative approach. This self-confident culture is not (only) museum material: it's a living identity, still visible as a very distinctive style: it influences both the aesthetics of the valley and the values of the people.

We had the opportunity to connect the identity of the brand to the challenging societal context, by telling a story that speaks to us all, to remind ourselves that we can still learn from the mountain and that the future will be bright as long as we find a balance that stretches from the ground to the sky.

We created just over two minutes of honest expression, using stock footage and home-recorded audio. The video has been broadcasted on Alta Badia social channels with extremely positive sentiment, generating also regional and national conversation for the brand.

Blizzard and Tecnica are leading brands in winter sports equipment, with a strong heritage of craftmanship and innovation. They exist to enable their audience to enjoy every single moment of skiing at its fullest.

The brief was to bring to life a new collection of skis built for any type of snow condition the mountains have to offer, through a brand message relevant for Fall-Winter 2020-21, a moment surrounded by much uncertainty for the skiing season.

"I skied today".

We have been often told that perfection matters and that is the only condition you need to fully express yourself. As never before conditions have changed for the world population throughout 2020 and this proved that perfection is nothing but a tale.
Reality is far from perfect and the Covid-19 outbreak taught us that conditions can change, sometimes rapidly. What remains unchanged is the motivation and the positive state of mind we can have towards sport and life, which allow them to move forward and don’t stand still in front of the difficulties.

Together with Blizzard-Tecnica with the “I skied Today” campaign we defy perfection and celebrate the skiers that are constantly looking to enjoy every single moment of their life, no matter what the conditions are like.

We created a campaign from concept to production, that enabled a consistent narrative across the funnel from brand all the way to the product. We also delivered a message that the brand could use across multiple activities and products to remain relevant in one of the most challenging skiing seasons ever.

The campaign came to life through an anthem video and various iterations of the concept on the global brand social media, including athletes’ personal stories.
We also supported the communication through the funnel at multiple levels with photography, from inspiring action shots on the mountains to detailed images in the studio.

In 2018 La Sportiva celebrated its 90th anniversary, a long-lasting story of alpinism, passion and innovation. We have been asked to participate in telling this story, with the goal to inform and excite about how this heritage and these values are still embedded as a lively and dynamic force in the company's work culture.

"La Sportiva 90th, a history of mountaineering and innovation".

We decided to tell a story of authentic values through the iconic products of the brand, that reshaped the world of alpinism in the past 90 years. The technology evolved through a constant innovation-driven process, but the values remained consistent, driven by the family and by the culture of Val di Fiemme.
We built a non-conventional and non-apologetic narrative centered on the key idea of "failure" and on how this has been and still is a powerful growth driver for the company. We had the opportunity to dive into La Sportiva's archive and talk to inspiring people that lived the story of the brand in first person.

We developed a dedicated web-series for the anniversary. Centered on two long edit documentary films on iconic products and a series of social cuts, each focused on a key member of the family. The content was used during the 90th Anniversary event celebration at the MUSE of Trento and is still housed on the 90th Anniversary micro-site.

For years we have been partnering with Diadora, one of the leading Italian brands in sportswear and lifestyle, in order to launch their latest sportswear collections. The aim was to communicate to international audiences the unique blend of Italian tradition and competence, and contemporary style of the capsule collections, composed by footwear and apparel.

"Street and sportstyle suggestions combined with quality and authenticity".

We wanted to tell a story about futuristic design, without compromising the functionality and versatility of Diadora Sportswear.
The key to our approach was to take the distinctively active DNA of the brand into urban environments, by expanding the authentic image of the brand from sport into lifestyle.

For multiple seasons we produced both videos and images, delivered through trades as well as through Diadora’s main consumer channels.