STUDIO KYCLOPS X THE NORTH FACE 18 F/W

Brief

The North Face Korea said that they needs social media content for the long puffer jacket that is now popular in Korea. The client didn't have much time, but wanted a more urban feel model that was completely different from the previous one. Originally, Northface.kr Instagram post focusing on public and Asian models. This does not match the NorthFace's global brand image. The diversity of content was insufficient.

Approach

The main concept of this project is modernity and practicality. This is due to the combination of the new puffer jacket and the existing brand image. The jacket's customer target group is urban people, so we planned a video that emphasizes light but warm ,unrestricted movement and modern design. In order to give an urban and trendy feel, the background was set to Williamsburg, Brooklyn.

We worked with the casting director to select models from New York agency that fit the concept, specific condition (Brown Hair, 2 female model, 2 male model) and let the client choose the model. This makes the casting to match the client's intentions as much as possible.

The product production stage of Studio Kyclops was systemized, so it was possible to produce inexpensive and fast contents. North Face Korea only needs to send the product(Puffer jacket and bag).

Result & Impact

Studio Kyclops can also expand client's options by allowing clients to view photos of various models. By giving the client the final choice of model, the client can quickly find a model that meets the criteria and intention.

We used the video to express the lightness and free movement of the clothes. The short but impactful video made consumers feel more realistic.