The central idea
Sometimes a new perspective changes everything.
Context.
As TikTok emerged as a new center of youth culture, The North Face saw an opportunity to introduce its brand to a new generation. The challenge was to establish a presence that felt native to the platform while staying true to the brand's spirit of exploration and adventure.
Strategic move.
We launched The North Face on TikTok and developed creator campaigns built around participation, storytelling, and platform-native creativity. Our #Reset campaign centered on a simple visual idea: turn the world upside down and invite people to see their surroundings from a different perspective.
How we worked.
- Launched and established The North Face's presence on TikTok.
- Developed the #Reset creative concept around a recognizable inverted-video transition.
- Activated influencers to bring the campaign to life through their own interpretations.
- Led creator campaigns designed to build awareness and grow the brand's presence on the platform.
The Impact.
- Generated approximately 150 million impressions through the #Reset campaign.
- Established The North Face's early presence on TikTok through creator-led content.
- Built a foundation for continued influencer marketing and brand storytelling on the platform.
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