Challenge: Run a campaign to boost brand awareness among women.

Idea: Women often feel societal pressure to appear friendly and enthusiastic — especially in the workplace and social situations — or risk being called rude. When you gear up with The North Face and step outdoors to explore, those pressures disappear.

The Team:
Art Direction: Megan Kim, Yichen Qian, Carol Wu, Anchor Xu
Copy: Megan Kim