The physical and metaphorical narratives of The North Face 'Find Your Trail' campaign needed to be made relatable and aspirational to the JD Sports consumer.
JD’s core audience is 16-25; Their driver is independence, a time of choice, being free to choose their style, their company, their ideas, Their Trail. JD offer their customers the choice to be individual with a rallying cry ’I am JD’ and this sits so beautifully with TNF seeking Real People + Real Trails. This marries both the physical trails that young people walk every day in their urban and suburban lives, but also their metaphorical journey into life.
JD are so often the heart of communities across the world with young people throwing their iconic JD duffel over a shoulder on The Trail to school, to the gym, to be with friends or off to work - Ready for anything The Trail may bring!
I was fortunate enough to be the Creative and Art Director on this project, putting together the concept, script and look and feel and had a fantastic team to pull everything together, it was a pleasure working with some super talented people on this project:
Art & Creative Direction: Mason Brownlow
Director: Nathan Gallagher
1st AD: Phillips Nortey
DOP: Charlie Herranz
Social Media Director: Bohdan Pylypchuk
Production: U La La
Producer: James Stewart
Make Up: Chelsea Graziono
The following film is the 90 second film, played instore at JD Sports across Europe and on the websites of both JD & The North Face.
The following film is the social edit, played across JD & The North Face social channels in various aspect ratios.