The North Face

Providing the best gear for athletes and the modern day explorers.
The North Face

Art Direction

Motion Direction

Experience Design

Interface Design

To celebrate the launch of Ventrix™ Jacket and its heat release technology, The North Face, Spotify and musician Maggie Rogers collaborated to create "The Release Project," an immersive digital experience that allowed Rogers' track, "Split Stones" to be released layer by layer through movement.

How it works: Spotify listeners are prompted to engage with The North Face Ventrix™ ad on their mobile device. The more the user moves, the more of Maggie Roger's track is realeased. Just walking? Only the bass line is audible. With more movement, more layers of the song are played until ultimately the full length track is unlocked and available to download.

The Northface engaged Darling to design this one-of-a-kind digital experience, from start to finish. Working closely with the integrated North Face and Spotify team, Darling created a visual atmosphere for the campaign. The heat releasing technology of the jacket is mirrored throughout the experience by layering rich content with motion, color, texture and sound. Darling then created a suite of brand assets as a toolkit that could be used by the The North Face team in their campaign.

The North Face
The North Face
The North Face
The North Face

“I took the first sound samples for ‘Split Stones’ on a month-long backpacking trip in Oregon during the summer of 2013; I’ve been collecting samples and piecing the song together in bedroom studios and trails ever since. I’m super excited about combining the two things I love-technology and the environment-to create a way that people can hear the song, but also feel a little bit a part of the action and process that inspired it.”

—Musician, singer-songwriter, and producer Maggie Rogers

The North Face
The North Face