A new campaign for The North Face stems from a simple insight: that the logo has always been present on the back of the garment. That led to the tagline: “We Always Have Your Back."

The spot, created by B-Reel, is narrated by “Free Solo" star and legendary climber Alex Honnold, who reminds us that the brand has always been with people on their adventures, whether as a trendy fashion item or as reliable outdoors gear. In an effort to demonstrate this connection, the spot takes a visual journey from city street level to the top of a mountain peak, with the camera using a continuous superzoom to do so. The ad was directed by Anton Tammi via production company Pine; some of the mountain shots that were captured with the help of the drone flying team that worked on Romain Gavras’ latest Netflix Original, Athena. 

B-Reel was challenged to make something that would resonate with the brand's different core groups, from those wearing The North Face as streetwear to those on a mountain exploration, as well as anything that fits in between. The campaign is also designed to remind younger generations that the brand they see as a streetwear staple actually began on the backs of some of the most extreme outdoor explorers.

“We love how this campaign takes the story of an unusual yet iconic logo placement and gives it a fresh meaning," commented Afshin Moeini and Christian Poppius, Creative Directors at B-Reel, in a statement. "The North Face has always had our backs. Literally. And whether you’re an extreme explorer or just in it for the fashion, the brand will always be there.”

The campaign launches today and will run throughout 2023 with additional work dropping over the course of the year.  It will appear on digital, social media, retail, print, PR, out-of-home and TV channels in the EMEA region.