Beyond the Summit - Arctic Conservation Documentary | Clapboard

Beyond the Summit

Beyond the Summit is an inspiring film campaign launched in the United States in 2022 for The North Face, created by the acclaimed ad agencies 37 Laines and Great Guns. This powerful documentary centers on two-time World Freeskiing Champion Kit DesLauriers, who, after becoming the first person to ski down all seven of the world’s highest peaks—the Seven Summits—sets out on a new mission to leverage her exceptional skills for a greater cause. The film follows Kit’s daring two-week journey across the Arctic National Wildlife Refuge, one of the planet’s most unspoiled wildernesses, as she partners with fellow skiers and a specialized film crew to raise awareness about the urgent need to protect this vital area from oil and gas exploitation. Directed by Natasha Mynhier of Great Guns Ballistic and produced through 37 Laines, the documentary beautifully blends athleticism, survival, and environmental conservation, spotlighting the diminishing snowpack and the broader implications of climate change in the Arctic. With evocative cinematography led by Director of Photography Fisher Creative, a compelling score by Andy Marsh, and meticulous editing by Eli James, Beyond the Summit delivers a moving narrative that not only celebrates human endurance and spirit but also calls for urgent action to safeguard one of Earth’s last wild places. This engaging campaign positions The North Face as a brand deeply committed to environmental stewardship and social responsibility, fostering a meaningful connection with audiences who value adventure and preservation alike.

Credits

Client

The North Face

Agency

Great Guns, 37 Laines

Directed By

Natasha Mynhier

Co-directed By

Nate Luebbe

Producer

Rachel Nederveld & Natasha Mynhier, Kit Deslauriers, Nate Luebbe, Jeff Hammerton, Kaki Orr, Robert Wassmer, Crystal & Chris Sacca (Eleven Centered Moons), Rebecca & Dmitry Balyasny, Andrew Johnston

Edited By

Eli James

Original Score By

Andy Marsh

Cinematographer

Mark Fisher

Additional Cinematography

Nate Luebbe, Nate Dodge, Jeff Hammerton, Natasha Mynhier, Florian Schulz, Joseph Barron

Graphics

Nifty Studios

Creative Director

Brian Long

Supervising Sound Editor

Shaughnessy Hare

The North Face’s campaign “Beyond the Summit” centers on the brand’s commitment to pushing boundaries not only in athletic achievement but in environmental stewardship. By following Kit DesLauriers, the first person to ski down the highest peaks on every continent, the film underscores a narrative of using exceptional skill and endurance to serve a broader purpose—protecting the Arctic National Wildlife Refuge from ecological threats. This positioning aligns The North Face with values of adventure, resilience, and conservation, reinforcing its promise to support not just athletes but those who engage deeply with the natural world. Strategically, the campaign taps into a growing consumer consciousness around environmental issues, particularly climate change and land preservation, which resonate strongly within outdoor and sportswear markets. The use of a documentary format lends authenticity and emotional depth, enabling the audience to engage intimately with Kit’s journey and the urgent message about the Arctic’s fragility. Targeting both outdoor enthusiasts and socially conscious consumers, the creative approach emphasizes real-world impact over traditional product messaging. By highlighting an elite athlete’s transition from personal achievement to environmental activism, the campaign extends The North Face’s relevance from performance gear into purposeful advocacy, fostering a connection that blends adventure with responsibility in a culturally meaningful context.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign exemplifies Associated User Imagery by spotlighting Kit DesLauriers, an elite athlete and conservationist, as an aspirational North Face user. The documentary format provides an in-depth look at her mission-driven lifestyle, merging adventure, expertise, and environmental stewardship—all core values both the brand and its audience identify with or admire. The product (North Face gear) appears through her journey, but the focus is on who she is and what she represents, inviting viewers to see themselves in her quest for purpose beyond accomplishment. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Patagonia – Market Positioning Patagonia positions itself as an environmental and social responsibility leader within the outdoor apparel industry, emphasizing sustainability, ethical sourcing, and activism. The brand appeals to eco-conscious consumers by integrating corporate responsibility with high-performance outdoor gear, often leveraging storytelling that highlights environmental protection and community engagement. 2. Columbia Sportswear – Market Positioning Columbia Sportswear targets a broad audience with versatile, affordable, and innovative outdoor apparel and gear. Known for functional technologies like Omni-Heat and Omni-Tech, Columbia emphasizes practicality and accessibility for everyday adventurers and families, balancing performance and price without sacrificing quality. 3. Arc'teryx – Market Positioning Arc'teryx is positioned as a premium, technical outerwear and gear brand catering to elite athletes and serious outdoor enthusiasts. It focuses on cutting-edge design, superior craftsmanship, and minimalistic aesthetics, appealing to consumers who prioritize durability, performance, and high-end innovation in extreme conditions. 4. Marmot – Market Positioning Marmot balances performance and affordability within the outdoor apparel market, offering reliable gear for casual adventurers and professionals alike. The brand stresses functional design and sustainability initiatives, promoting itself as a trustworthy and responsible choice for environmentally aware consumers who want dependable equipment. 5. REI Co-op (own brand) – Market Positioning REI Co-op’s in-house brand leverages the retailer’s community-driven values, offering high-quality, affordable outdoor gear with a strong focus on sustainability and customer feedback. Positioned as a cooperative, REI emphasizes inclusivity, education, and environmental stewardship, appealing to outdoor enthusiasts who value community and conservation alongside performance.