The North Face

All Downhill from Here: An Augmented Reality Experience

alt text
The Brief

Raise awareness for FUTURELIGHT, The North Face’s groundbreaking new fabric technology.

The Solution

We explored The North Face’s innovative process by featuring extreme mountain skiing couple—and FUTURELIGHT evangelists—Jim Morrison and Hilaree Nelson. Two custom articles and sponsorship of The Atlantic’s first-ever augmented reality experience brought the story to life, while sponsorship of The Atlantic’s brand and app re-launch redesign further aligned the brand with innovation.

Core Capabilities
  • Augmented Reality
  • Visual Storytelling
  • Print/ Magazine
Hero images of The North Face articles by Atlantic Rethink

Atlantic Re:think crafted two custom articles covering the expedition.


Of respondents used or planned to use the QR code (MRI Starch Custom Study)


Actions per user who engaged with the QR code


Press impressions for The Atlantic’s redesign which was sponsored by The North Face

The North Face print advertisement in The Atlantic
The North Face print advertisement in The Atlantic

A designed custom spread encouraged magazine readers to activate the AR experience directly from the pages of The Atlantic.

The Atlantic unveiled a redesign today, the most dramatic in its 162-year history, along with a new iOS app. The North Face is the exclusive launch sponsor of both the redesign and the app.


More of The Work—