summit series



An experiential unveiling for The North Face's launch of their newly redeveloped Summit Series collection featuring TNF's most sophisticated technical outerwear specially geared towards highest-performance explorers & adventurers. 

Watch the videos below and see the new line being put to the test by none other than TNF’s Conrad Anker, Renan Ozturk, Hilaree O’Neill, and David Göettler,  as they take on some of the harshest environments & most treacherous terrain on Earth.




Launch Event / August 2015 / SLC, UT

7000+ square foot facility taken over for TNF's braintrust and 300+ select guests, retailers, and media to kick off Outdoor Retailer week in Salt Lake City, Utah. The private event featured A Summit Series / The Other Way introductory & storytelling area, 4000 square foot warehouse-style collection showcase area, 360 degrees of environmental visuals and graphics, dedicated Oculus Rift VR experience room for early viewings of TNF's TheOtherWay virtual expedition of their Langtang National Park trip in Nepal, as well as a concept & process warroom, and product showroom.

Event guests were also treated in meeting the expedition's adventurers and photographers were on hand and left with a limited set of photo prints by expedition photographer David Goettler specially run for the unique launch. SLC hospitality was extended with catering and beverages provided by locally sourced farm-to-table providers and multiple craft breweries/ wineries. From initial setup to final breakdown, the event was executed and completed within a swift 48 hours.




design, process,
& exploration

Full experiential development and visual storytelling
woven across environmental, display, fixture, interactive.


planning & coordination

To assist in organizing an event with a multitude of moving parts from production, decor, lighting, interactive, press, and even catering, a 36+ page production guide was created and utilized to provide a detailed resource for multiple teams in maximizing coordination and overall execution from start to finish.




Presentation concepts, spatial design, and visual planning across the multiple spaces across the event and venue.




Concept, development, and iterations for visual displays and environmental graphics including product stands, lighting, and furnishings.




A few of the initial ideas for showing off new technical innovations, virtual content, and the lengths in which TNF has gone to redevelop their new Summit Series offerings across multiple digital devices. Explorations included a potential augmented reality experience to microsite presentations via touchscreen kiosks, as well as a customized Google Cardboard option to view the latest expedition virtually.


Production & WIP




Agency: SuperTopSecret
Creative Direction & Design: Dan Dejos
Production Director: Jason Kimball
Production: Brooke Durow, Charlotte Jarrard

Lookbook / Poster Design & Direction

Agency: Sid Lee
Creative Director: Kristian Manchester
Art Director: Simon Chénier-Gauvreau
Designer: Lian Benoit

Special Thanks: Publik Coffee, Big Picture Color

The North Face

Directors: Ann Krcik, Scott Fedje
Brand Manager: Kevin Hogan
Art Director: Caleb Brown
PR Manager: Lindsey Sine
Summit Series Video Content: The North Face

Expedition Photographer: David Goettler
Virtual Experience Content: Jaunt VR