North Face glorifies failure,
because failing at something epic,
is winning in itself.
The world only favors winners, making us grow up afraid of failure.
To inspire the new generation of adventurers to explore the outdoors, North Face will sponsor anyone willing to attempt an epic quest, becoming the largest sponsor of outdoor sports.
We will spread the word by highlighting what no one else shows: the falls, hits and injuries of epic failures.
Role: Concept, Art Direction & Design
Credits: AD: Monica Andrade / CW: Hatem El Akad