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By Amy Houston, Senior Reporter

January 19, 2023 | 2 min read

The film features the voice of climber Alex Honnold and footage of Caroline Ciavaldini making her way up a huge mountain.

The North Face has long been synonymous with activewear but, in recent years, it has delighted fashionistas in the streetwear category. To place itself back in the great outdoors, the brand has released ‘We Always Have Your Back’.

A mountain is the focal point of the ad, with the final scene zooming directly into the logo placed on the back of a climber’s jacket. Some of the shots were captured with the help of a drone flying team.

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Creative agency B-Reel worked on the campaign, alongside director Anton Tammi.

Afshin Moeini and Christian Poppius, creative directors at B-Reel, said: “We love how this campaign takes the story of an unusual yet iconic logo placement and gives it a fresh meaning. The North Face has always had our backs. Literally. And whether you’re an extreme explorer or just in it for the fashion, the brand will always be there.”

Launching today, the ad campaign will run throughout the rest of the year and will be amplified using digital, social media, retail, print, out-of-home and television commercial channels in the EMEA region.

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