The North Face — The Friendship Jacket
Role: Creative Strategy and Narrative Development
Format: Spec campaign (D&AD Young Guns 2020)
Brief
Create a campaign encouraging young women to spend more time outdoors.
Insight
People are more likely to try new things together. Friendship, often expressed by women via shared clothing and self-expression, is a strong driver of confidence and belonging.
Idea
Reframe outdoor exploration as a shared, expressive experience. “The Friendship Jacket” positions apparel as a symbol of connection, turning adventure into something passed between friends rather than pursued alone.
My Role
Led strategy and narrative development, shaped creative direction, pitched partnership concepts, and wrote campaign copy.
