The North Face takes 2020's challenges head on in film narrated by Lena Waithe
Emmy-winning writer/actor/producer provides V.O for brand's 'Reset Normal' initiative via Sid Lee
Oct 16, 2020
Outdoors brand The North Face debuted a powerful new film that addresses the hardships of 2020 as one of the worst challenges we have to overcome. The 60-second video, which was created with agency Sid Lee, is meant to inspire. Emmy-winning writer and actor Lena Waithe ("Master of None," "The Chi") provides the voiceover.
“We thought we had faced the worst,” Waite says over imagery of people climbing, skiing and running in difficult weather conditions. But the video changes to scenes of different struggles, like fire and COVID-19. “The mountain has changed—our biggest challenge isn’t off in the distance, it’s at our feet,” says Waithe. “What we do now says everything about who we are, who we will be and the legacy we leave.”
The new video is part of The North Face’s “Reset Normal” initiative meant to encourage and help fund exploration of the outdoors for everyone. The brand has established an Explore Fund Council which includes Waithe and athlete climber and director Jimmy Chin. It's also donating $7 million to the effort.
The North Face is also asking athletes to create and share videos through its own Instagram AR lens and TikTok filters about how they plan to reset their normal this year.