The North Face
As TNF's social media copywriter, I created emotionally engaging experiences for a growing audience of young, lifestyle-driven urban explorers and weekend warriors that live in cities but escape to play in Mother Nature. I also assisted with catalog copy, campaign concepts and vibrant debates about the impending cyborg takeover.
Context: Just a few samples of daily social media posts.
My Role: I wrote them.
Context : The North Face donated $1 million to The Trust for Public Land to build public climbing walls in U.S. communities that have limited resources to access the outdoors.
My Role: Social media copy—including a social-only mini campaign for a global free climbing day in partnership with gyms around the world—and a full-page New York Times ad.
Question Madness - 50th Anniversary
Context: For their 50th anniversary, TNF opened a new store in NYC and launched their Question Madness campaign.
My Role: In addition to all related social media copy, I wrote a background story of the opening of TNF's original store to tie the new location, the anniversary and the campaign together.