The North Face and Stept Studios Bring Stories of Exploration to Life with 'It’s More Than a Jacket'

One of the world’s largest outdoor brands, The North Face, and award-winning creative and production studio Stept Studios have joined forces again to collaborate on its second iteration of the It’s More Than a Jacket commercial campaign. This year's initiative brings to life the collected stories of exploration that were submitted by The North Face aficionados, consumers, athletes, and brand partners with a larger-than-life experience at the San Francisco Museum of Modern Art’s First Thursday program and a commercial campaign launching October 4th.

The North Face, one of Stept’s longest brand partners, shares a love for human stories and bringing them to life through beautiful visuals. The creative strategy for this year's initiative was focused around one simple concept: The North Face jackets and their great adventures. The spot was directed by Stept’s Camila Cornelsen and is set to the soulful soundtrack from GRAMMY Award-nominated recording artist, Japanese Breakfast. The lyrics tell the story of why this jacket was made for you to continue to get outside and experience more with your loved ones.

“The North Face is a long time partner and we love making content that honors their history. They are story-telling driven like us and the stories they are able to gather from all of the people who love and use their apparel gives us endless opportunities to highlight more amazing voices,” says Nick Martini, founder and CEO. 

With Stept providing creative, production and post, The North Face was able to collaborate on the project throughout the entire life cycle. The creative never left our hands which made for a holistic approach that brought the whole project together smoothly. 

A sampling of stories that The North Face has collected over the past year will be featured in an experiential installation at the San Francisco Museum of Modern Art on October 6th as part of the campaign launch. Visitors will get to experience individual homages to jackets well-loved and upcycled from The North Face athletes, designers, artists and cultural icons in hopes to inspire the next round of history-makers. With this kick-off, the It’s More Than a Jacket campaign will launch October 4th,  starting with the 90-second anthem.