In 2024, The North Face introduced a unique collaboration with the work of French artist Yves Klein, known for his signature International Klein Blue (IKB). His bold monochrome colour gave an artistic edge to The North Face’s upcoming collection, and our role was to bring it to life through impactful creative direction and social-first ideation.
To support the core campaign, we needed to create a plan to produce social-first assets that elevated the IKB collaboration. So, working with the iconic blue, our team made a splash as they dove into pre-production to create engaging, social-first ideas that would intrigue audiences and spark excitement for the drop. Our goal was to find the balance between playful and personal – bringing to life unexpected concepts while showing the personal connections that TNF athletes held with IKB to give audiences a glimpse at what the collaboration was all about.
Bringing the ideas to life
Our Production Team headed to Chamonix to lead a streamlined shoot featuring two TNF athletes to capture our ideas. With the creative direction, we chose a white backdrop for the studio – ensuring the vibrance and iconicity of IKB had no distractions when it came to the final assets.
Landing back in London, we were tasked with bringing to life their existing campaign across every social touchpoint, transforming footage into ‘social-first’ & ‘TikTok-first’ assets where possible.
