Move Mountains is a global 360-campaign to launch the Women’s initiative for The North Face.
It aims to change the future of all exploration by celebrating creators, athletes, educators, and innovators by showcasing women who are moving mountains.
We launched with the New York Times print insert nationally and with an anthem spot globally. Short films were created for each of the 5 Ambassadors including 4 North Face athletes; Hilaree Nelson, Ashima Shiraishi, Margo Hayes, Fernanda Maciel and a NASA engineer, Tiera Fletcher. America Ferrera announced the partnership with Girl Scouts, as she was once a GS herself.
Most recently, our Women’s initiative made The North Face the fastest growing women’s brand in the industry, ahead of Nike, adidas, and Patagonia.
On The North Face’s website, one could learn more about each Ambassador and view the videos created to showcase each of their stories.
I am a Graphic Designer and Art Director based in Los Angeles, by way of New York City and Tokyo. I believe in strong systems, compelling narratives and the human touch. Strategic brand building through communications is also top of mind.
Currently working as Senior Designer at Sid Lee LA.
Have had the pleasure to work with brands and agencies like The North Face, Mother NY, Target, Siegel+Gale, Blue Apron, New York Public Library and Uniqlo. My work has been featured in publications such as AdWeek, Brand New, Print, Fast Company, Art News and AdAge.
Feel free to say Hey — crumblingpatina(at)gmail.com