Role: Copywriting, Design and Art Direction
Pick a brand, write a creative brief and develop an integrated headline-driven campaign using either a metaphorical writing approach or an observational writing approach.
Concept and Insights
This Project is driven by copy and strategy. Having gone through The North Face Ads. I understood that the outdoors and nature were the base for the products, but their key selling point lies in the fact that their products are Responsibly-made apparel and equipment with a lifetime warranty that can withstand harsh winter weather conditions.
I expanded the outdoors to more that extreme sports, hikes, mountaineering etc. Promote North Face as apparel for everyday weather conditions in the city. On your commute, for fun or for practice everyday in extreme weather conditions within the city.