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.
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
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
Global Head of Production: Claudia Roy
Senior Producer: Christina Villaflor
Producer: Viveka Garza-Gomez
Production Coordinator: Katie Schray