Powering Further into a New Product Category.
To support the launch of The North Face’s Vectiv range, marking their entry into road running, I developed the visual creative for their ‘Power Further’ campaign in partnership with Strava. The campaign invited runners to compete for Fastest Known Times (FKTs) on curated Strava segments across key European markets.
Campaign Key Art.
I began by developing advertising concepts that explored how to integrate Strava’s visual language into a design system that aligned with The North Face’s brand standards. Through this exploration, the creative direction was distilled into three core visual elements: map-based graphics, Strava’s distinctive route/path overlays, and a bold typographic treatment of FKT display times, each reinforcing the campaign’s focus on challenging the audience.
Online Campaign Collateral.
The campaign video produced by Autobahn captures
the ethos of the campaign; collective connection and self empowerment through running. The competition was activated through multiple digital channels, including a dedicated Strava challenge page, a campaign page on The North Face website, and geo-targeted social content.
OOH Advertising Campaign Collateral.
Strava’s database was integrated with JCDecaux’s digital screen network via an API, allowing real-time updates of FKT data from the competition directly onto the digital displays. This dynamic content approach, combined with large-scale murals, billboards, and banners strategically placed around the Strava segment locations, drove exceptional levels of engagement and visibility.
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