This North Face campaign takes inspiration from the brand's logo placement

‘Free Solo’ climber Alex Honnold narrates spot by B-Reel aimed at fashionistas and outdoors types alike.

Published On
Jan 20, 2023

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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. 


Jan 20, 2023
Client :
The North Face
Agency :
Executive Creative Director :
Zack McDonald
Strategist :
Thomas Eon
Creative Director :
Afshin Moeini
Creative Director :
Christian Poppius
Copywriter :
Felix Jörneman
Art Director :
Sofia Skogquist
Brand Director :
Caroline Deas-Ehrnvall
Brand Manager :
Hannal Håål
Senior Producer :
Mei Li Heman
Designer :
Lisa Nyberg
Agency Producer :
Producer :
Markus Ahlm
Producer :
Therese Engberg
Production Company :
Director :
Anton Tammi
Executive Producer :
Adam Holmström
Executive Producer :
Joel Rostmark
Olivier Miller
Director Assistant :
Alexander Peri
Producer :
Victor Lindström
Post Production :
Rascal Post
Post Production :
Sound Design :
Mattias Eklund
Grade :
Joakim Rissveds
VFX Supervisor :
Kalle Lundberg
Service Production :
Producer :
Damir Vajdic
Senior Creative Project Manager :
Maria Bellitskaya
Creative Project Manager :
Samanta Gubitta
Creative Director :
Jacob Frisk

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