Match cuts a work of art in The North Face campaign

Digital and collateral agency Factory Design Labs collaborated with director Paul Schneider of L.A-based Hello & Co. and design and graphics-focused Leviathan to produce a cross-promotional campaign with precise match cuts, thrilling skiing and a pulsing score.

The campaign was a perfect tie-in with Factory Design Labs’ client The North Face advanced outdoor apparel and retailer Dick’s Sporting Goods Stores, joined together with the theme, “Those who never stop exploring start at Dick’s Sporting Goods.”

Conceived by Factory Design Labs’ creative team, led by CCO Black Ebel, the campaign consists of a 30-second spot and four 2-minute in-store videos, in which four The North Face’s athletes outfit themselves at a Dick’s store/ski in extreme mountain settings. To see the spot, click here.

Schneider’s relationship with and Matt Daley, Leviathan partner/chief scientist (lead visual effects supervisor), dates back to when Schneider was Digital Kitchen’s creative director. 

“Paul is well known for capturing authentic emotion, natural performances and match cuts,” says Chad Hutson, Leviathan partner/executive producer.  Under Schneider’s direction, Leviathan created subtle winter effects and transitions from inside the store to the outdoor settings.

Agency credits: CCO Blake Ebel; VP/CD Andrew Price; ACD/copywriter Tom Goodrich; art director Greg Ryan, and producer Melany Fehrenbach. 

Leviathan credits: partner/CD Jason White; editor, Andrew Maggio and Tom Leonard, assistant editor, Daniel Ryan; animation, Jodie Evenson and Chris Beers; compositing and animation, Gareth Fewel, title design, additional compositing, Chris Ryan.

Nolo handled color, audio by Another Country and Hootenanny finished.

Leviathan is located at 327 N. Aberdeen; phone 312/878-1500.

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