The outdoors isn’t to be underestimated, with soaring temperatures creating increasingly challenging environments for adventurers.
Yet despite things heating up, the sheer determination of those in search of stunning backdrops means that braving difficult conditions is becoming second nature to outdoor enthusiasts.
This frames ‘Summer Sun’ a film from Mother in Shanghai, which follows a group of content creators determined to make it to a remote mountaintop, protected against the harsh elements by The North Face’s UV sun protection gear.
We follow them as they make their way up through the glare of the sun, with the heat distorting the air around them. The rising temperatures only boost the group’s morale, pushing them forward to make it to the ridge of the mountaintop. Here, they set up a tripod and create a short-form video with a background like no other.
The spot has been directed by YUANN and will roll out across The North Face’s offline retail stores and online platforms in China.
Moon Qi, Creative Director at Mother Shanghai, added: “Challenge and determination are central to The North Face’s young audience’s character – they never stop exploring – and we wanted to connect with these individuals through a sizzling summer campaign that places a spotlight on this adventurous creativity. The work highlights how The North Face UV sun protection gear allows these determined outdoor enthusiasts to capture content that inspires and amazes, allowing them to focus on doing what they love in a place they have never been.”
Credits
Client: The North Face
Agency: Mother Shanghai
Creative: Mother Shanghai
Strategy: Mother Shanghai
Director: YUANN / kidzfrmnowhere.
Assistant Director: Yidi Mao
Director of Photography: Yuki Ono
Stills photographer: Toshio-Ohno
Gaffer: Yosuke Shimada
Art Director: Agnes Nata
Stylist: Leonard Arceo
Casting: Aoi Yamada / Manami/ Kamui/ Shelvin
Production Company: kidzfrmnowhere.cn
Producer: Evita Ren
Production Manager: Takaaki Katsumi
Associate Producer: Tsutomu Okutomi
Editor: YUANN / kidzfrmnowhere.
Colourist: fmlik
Online: Yusaku Yasuda
Sound: Smider
