The North Face USA Vectiv

The Brief Vectiv (the new range of trail running shoes from The North Face) is designed to be inclusive and broad in its appeal. Under the Vectiv umbrella, raw perseverance and passion for the great outdoors unites people with wildly different techniques, routines, and cultures. We were asked to celebrate runners, hikers and nature-lovers from around the world, by highlighting the diversity of the outdoors. Our task was to tell this story through the lens of real people. The Project We found five outdoor lovers from five different US states, and teamed each of them up with photographers who would help document their story out on the trail. We briefed them with The North Face’s creative guidelines and then enlisted them to capture three distinctive moments, each reflecting a different way to be present in the outdoors. Each co-creator shared these moments with their followers in a combination of feed and story posts, to inspire others to put on their trail shoes for the first time...and follow in their footsteps.