The North Face, the premier outdoor brand, has always been known for making superior climbing wear that can withstand harsh, high-altitude conditions. And to cement this reputation, we were tasked to come up with a design/poster campaign that associated the brand's climbing wear with the very mountains that our target market aspire to conquer – Everest, K2 and Denali.

The design idea was in fact an observation. We took The North Face jackets and angled the sleeves and cropped the photos in such a way that the “negative space” created the image of a snow-covered mountain. For added effect, we chose blue-colored jackets to simulate sky.

Since posting the design executions in The North Face outlets around the metro, the total sales volume of climbing wear shot up to 35% as compared to last year's sales increase of 18%.