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.