Client:
The North Face
Agency:
Factory Design Labs
Design Director / Art Director:
Gregory Ryan
3D Animation Studio:
Vitamin Pictures
Copywriter:
Kyle Marston
Producer:
Melany Esfeld
Photo Retoucher:
Stephen Hausrath
At Factory Design Labs, I had the privilege of collaborating with immensely talented designers who constantly sought to innovate with full-bleed photography, alongside a client seeking digital platforms that mirrored their exceptional print collateral.
As the primary Interface Developer for The North Face account, I cultivated a strong partnership with the design team, working together for over a year to craft campaign-specific landing pages. This effort to bridged the gap between design and web development, ensuring digital assets aligned perfectly with the brand’s overarching campaigns.
FuseForm Rain Jacket Campaign
Campaign Goals
- Highlight Unique Value Proposition
- Enhance Brand Perception
- Create Dynamic Storytelling
- Collaborate on Direction
- Increase Brand Awareness
- Drive Sales and Conversion
Execution
Due to the custom nature of the interactive features, I used jQuery to achieve the dynamic nature of the experience. And then used semantic HTML and CSS to achieve the layout. Yes, this was WCAG compliant! The requirements were also met that the experience work on all screens and mobile devices. So responsive media queries were used to access CSS that augmented the base attributes.
The modules presented below are extracted from the previous iteration of thenorthface.com, where we engineered a seamless, long-scrolling experience to narrate the story of FuseForm. These modules incorporated interactive elements that triggered actions, such as rotating the jacket, zooming in, and overlaying features to illustrate the advancements of FuseForm technology compared to traditional jacket construction.
As users scrolled up or down, the jacket would rotate a full 360 degrees to the right or left. Additionally, as the user continued to scroll down the page, chartreuse overlays highlighted the two densities of fibers, accompanied by descriptions of their technical benefits that dynamically flew out.
This module features a sliding overlay showcasing The North Face mountain jacket from 25 years ago alongside the new FuseForm Uno jacket. The comparison highlights the significant reduction in seams and bulkiness between the two jackets.
Due to the intricate nature of FuseForm technology, visibility on a small screen is challenging. To address this, we developed an interactive feature that enables users to zoom in and maneuver a magnifying glass over the woven fabric. This allows them to examine the blending of fibers up close and gain a better understanding of the technology’s intricacies.
Results
In part this landing page helped launch a new product into the market place achieving:
- Developed an impactful landing page to complement a large-scale launch campaign.
- Enhanced comprehension of the product’s distinct attributes.
- Created a compelling “wow” factor to amplify the desire for the jacket.
- Cultivated a loyal following within the running community, establishing a lasting affinity for the rain jacket.