North Face 2012 Annual Report Download - page 23

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38
THE LAST
WORD
Star Power Behind the Camera and Designer’s Table
Most apparel brands put celebrity endorsers in front of the camera. The
7 For All Mankind® brand took a different approach in 2012, enlisting Oscar®-
nominated Actor and Filmmaker James Franco to direct a series of fashion
films for the brand. The films have been viewed more than 7 million times on
the brand’s YouTube® channel and on Tudou (China). Franco also created a
collection of limited edition T-shirts, his first for any brand, that feature some
of the more than 3,100 Polaroids taken by the artist during his film shoots.
In 2013, the campaign will expand significantly, with a new twist enabled by
technology and social media. The brand is creating an interactive experience
that will allow consumers to view the story one part at a time and vote on how
they want it to unfold. These new films engage its millennial consumers and
build brand affinity.
Concept/Design
And Partners, NY
andpartnersny.com
Illustrations
Oliver Barrett
Executive Photography
Peter Ross
J Knight Photography