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The North Face: She Moves Mountains by Sid Lee

Agency: Sid Lee
Date: Apr 2018
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Outdoor apparel company the North Face today (April 3) launched a global initiative focused on women, celebrating a new generation of female explorers.

The ‘Move Mountains’ initiative, developed with Sid Lee LA and the brand, celebrates the stories of those that embody the bold spirit of the brand, hoping to empower the next generation. The push also includes a multi-year outdoor adventure collaboration with Girls Scouts of the USA (GSUSA), a platform for sharing more stories of women in exploration, and a business commitment that impacts everything from representation in advertising campaigns to investment in product design.

The cornerstone of Move Mountains is a series of short films of women who are pushing boundaries, including North Face athletes, alpinist Hilaree Nelson, climbing phenoms Ashima Shiraishi and Margo Hayes, and ultrarunner and activist Fernanda Maciel, narrated by fellow role models who admire them.

The films feature the women pushing themselves to the limits, as Shiraishi does by making rock faces and mountains seem infinitely climbable by her expert skills. Actor Ansel Elgort sings her praises, stating that she trains in the same gym she did as a kid and that others love that they can climb with the best in the world with her.

An anthem film takes bits and pieces from each athlete, but adds clips of women accomplishing great things both personally and professionally, from astronauts to women marching for equality.

Credits

The North Face

Head of Global Marketing: Tom Herbst

Director, Global Brand Management: Mike Ferris

Creative Director: David Carrewyn

Sr. Brand Marketing Manager: Cara Williamson

Art Director: Grace Jehan

Social Media Manager: Kiyome Okikawa

Brand Media Manager: Johanna Poch

Director, Communications: Jessica Hollister

Corporate Development and Community Giving Manager: Rachel Gray

Sid Lee

Global Executive Creative Director: Kristian Manchester

Executive Creative Director LA: Daniel Chandler

Creative Directors: Claudia Chagui, Brydon Gerus

Associate Creative Directors: Ruben Beddeleem, Annie Chiu, Betsy Decker

Copywriter: Lizzy Hopkinson

Art Director: Elliot Eliash

Designers: Yoshie Hozumi, Daniel Soderstedt

Account Director: Kelly Quinn

Account Supervisor: Rachael Ehrlich

Strategist: Samantha Smith

Production

Global Head of Production: Claudia Roy

Senior Producer: Christina Villaflor

Producer: Viveka Garza-Gomez

Production Coordinator: Katie Schray