Chapter 1

Set in the Alps, the collaboration collection between The North Face and Gucci shows, in stills, video and TikTok content, a group of hikers camping by lakes and enjoying an outdoor vacation. The campaign’s atmosphere evokes a feeling of the 70s, when The North Face was a thriving outdoor retailer based in Berkeley, California, next to Creedence Clearwater Revival’s rehearsal studio – whose iconic song ‘Bad Moon Rising’ is featured throughout the video campaign.

[JA] ‘Anyone who has worked with two brands doing one single campaign knows collaborations are not an easy task. I found this one a great example of keeping each brand true to itself while mixing with each other. And on top of that, I think the overall aesthetic they achieved felt fresh.’