Steven Townsend

The North Face

Futurelight

Role:
Creative Director
Agency:
Sid Lee

The North Face wanted to launch a new fabric to compete with Gore-Tex called Futurelight, a revolutionary material that utilizes a new technique called nano-spinning. Futurelight is waterproof yet extremely breathable. We created a 360˚ campaign introducing Futurelight to the world.

I wrote the script for the launch spot and worked with design, art and copy teams to bring the campaign to life. Shoutout to Squeak E. Clean and Sam Spiegel for the original score.

Sadly, Hilaree Nelson (featured in this spot) passed away on September 26, 2022 after summitting Mount Manaslu with her partner, Jim Morrison. Learn more about her amazing legacy here.

Read the full case study on Sid Lee →

Social Assets

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