In 2019, The North Face unveiled FUTURELIGHT™, a new breathable-waterproof material set to revolutionize the future of technical fabrics. We challenged people to rethink what a waterproof fabric can be with an integrated global campaign that consisted of a teaser campaign hinting at what’s to come, content showcasing the innovation, and a strong campaign visual identity to hero the fabric.

One week before launch we teased the campaign with short films, OOH, and social. At launch, we released anthem films, an educational web series, AR experiences, OOH, social, digital, and developed retail experiences across flagship stores.