Taxi Ride or Unexpected Adventure? The North Face Gave New Yorkers a Choice

Cabs Take Passengers on Roadtrips to Outdoor Fun -- But Only If They Agree

Published On
Dec 08, 2014

Editor's Pick

Are taxis shaping up to be the vending machines of 2015? First we had Taxi Stockholm offering to take customers on an international roadtrip in one of their cabs. And now The North Face is up to something similar, except this stunt involved asking Manhattan-ites to drop any plans they had for that day (like, go to work) and take part in an unexpected outdoorsy adventure. The so-called "#See For Yourself Cab" roamed the streets of New York, and when passengers hailed it they were shown a video offering them the opportunity to drop everything for the entire day.

The adventures included surfing in the Rockaways, mountain biking in the Catskills and even kayaking in Utah (that trip took a whole five days,we're told, including camping and overnighting). They were filmed and used in a TV ad for the brand as well as this online video, which comes across as having an uplifting "Carpe Diem" message. It was created by Ace Content, and directed by Adam Donald via Decon.

The stunt is part of The North Face's largest brand campaign in history. which includes an inspiring, anthemic spot created out of Mekanism and set to a cover of Woody Guthrie's "My Land Is Your Land" by My Morning Jacket.


Dec 08, 2014
Brand :
The North Face
Client :
The North Face
Agency :
Ace Content
Executive Producer :
Justin Barocas
Creative Director :
Carlos Naude
Producer :
Scotty Gelade
Strategist :
Phoebe Alix
Project Manager :
Josh Lewis
Production Company :
Executive Producer :
Misha Louy
Executive Producer :
Peter Bittenbender
Director :
Adam Donald
Line Producer :
Jake Wasserman
Post Producer :
Cynthia Angel
Editor :
Sam Goetz
Sound Director :
Rob DiFondi, Sound Lounge
Experiential Production :
NA Collective
Executive Producer :
Chiara Adin
Technical Director :
Aaron Mason
Creative Director :
Alex Esguerra
Director, Production :
Kevin Starkes
Producer :
Dan Haxel
Producer :
Jessi Aylward

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Project Type