I helped bring The North Face Offtrail Ultra campaign to life through a clear visual system designed to position the product at the intersection of trail running, exploration, and technical performance.
The work connected expedition heritage with modern product storytelling across key art, photography, video, digital, retail, and social, creating a cohesive campaign built around the idea of going beyond the trail and into the unknown.
Role
Senior Designer
Creative Team
Lauren Harned; Art Director, Hayle Stoner; Art Director, Joseph McGinley; Lead Copywriter
The Shoe
Offtrail Ultra combines ultralight cushioning, protection, and multi-terrain traction for technical trail running in changing conditions.
The Athletes
The campaign follows The North Face athletes testing the shoe across remote, demanding terrain around the world.
Landing Pages
Mobile App and Message
Email Marketing
Social
In-Store
The Result
Created a bold visual system that unified the Offtrail Ultra story across digital, social, video, retail, and campaign touchpoints.
Strengthened product storytelling by connecting technical performance with expedition heritage and real-world athlete testing.
Delivered a scalable campaign framework that brought key art, photography, motion, messaging, and retail applications together under one cohesive visual direction.