The North Face
Reset Normal (Lena Waithe)
- Role:
- Creative Director
- Agency:
- Sid Lee
We began work on this campaign with The North Face in early 2020, but when the pandemic struck, we pivoted quickly to a more empathetic way of speaking to the moment. An insight came when people noticed the re-wilding of urban spaces that had been abandoned due to the pandemic.
We were lucky to have engaged the incredibly talented, Emmy Award winner, Lena Waithe to collaborate with us on the campaign, and even luckier when she stayed onboard as the campaign shifted.
Director: Jimmy Chin
