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North Face: Built For The Trail
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The North Face has joined forces with advertising agency Guerrilla, FAMILIA director Francis Wallis and producer Emma Stevens Broyd to deliver a spot that is sure to set hearts racing. Showcasing the brand’s new line of VECTIV shoes, the ad juxtaposes running with off-road motor racing to showcase their supreme ability to tackle any terrain. Set on a dry, sun-drenched trail, the 60” film centres on two individual runners, preparing themselves to set off on their journey. While they stretch and fasten their laces, the shot cuts to a car engine revving, raring to go. Runners and racecars alike hit the road when the lights turn green, dust flying around them both as the spot dramatically cuts between the two. Reaching its close, the two runners come together, having conquered every twist and turn over rocky terrain to reach their final goal. FAMILIA director Francis Wallis was set the challenge of bringing a warm, dusty aesthetic to the spot. Tapping into memories of films that embodied this style, Francis turned to Bruce Brown’s nostalgic Oscar-nominated documentary ‘On Any Sunday’ for inspiration. Depicting the Californian motorcycle race world against the desert landscapes of the Baja Rally, it proved a great creative reference point for the VECTIV spot. The idea of merging trail running with elements of racing struck Francis as the ideal metaphor to bring out the parallels between the two worlds, and in particular how the VECTIV shoe effortlessly tackles rough terrain. Pairing it with a visceral, rhythmical, and energetic edit, the film captures the way that the shoe is built to take whatever the trail throws at it. Seeing the two runners coming together at the end of the spot also highlights the overarching sentiment that running isn’t just an individual sport, driving home the idea that VECTIV runners are built differently - for the trail.
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