The North Face: #TheCityIsCalling

From Mountains to City Streets: Redefining Urban Exploration

Part of the Fall 2017 #TheCityIsCalling campaign, I was commissioned to photograph influencer-driven content for The North Face's Cryos Collection—a premium urban exploration line marking a departure from the brand's traditional outdoor athlete focus. This was groundbreaking for The North Face. We pitched shooting lifestyle portraits featuring up-and-coming musicians—quite different since they typically focused on outdoor athletes, not the entertainment scene.

The Cryos Collection featured premium cold-weather gear with monochromatic styling, 800-fill goose down, and GORE-TEX shells designed for city-dwellers, bridging performance outerwear and streetwear culture.

I photographed emerging music acts at SXSW 2017: Ari Lennox, Tei Shi, and Marian Hill, helping position The North Face within urban culture and the music scene.

Impact: WWD featured The North Face's dinner with Tei Shi, calling it a "wonderful collision of fashion, food and music." Hypebeast and Highsnobiety covered the Cryos launch, with Highsnobiety highlighting its "runway-fresh style with time-tested warmth." The partnership extended beyond SXSW with additional events including an NYC dinner celebrating Tei Shi's album "Crawl Space."

Role: Photographer, Lifestyle Portraiture featuring Cryos 2017 Winter Collection