To support the launch of The North Face’s newest jacket technology, the Ventrix, we looked to put them to the ultimate test in Chamonix. Skiing and climbing are two sports at the core of The North Face’s ethos and were ideal choices to visually showcase the products effects. It was key to communicate that the jacket was designed to help you regulate your temperature the more you move.
The North Face have taken their synthetic stretch insulation and placed small perforations through it in key areas (like under the arms) that open as you move. This allows heat to escape more effectively and move away from your body more quickly, which stops you sweating. Simple yet effective!
With the tagline “The jacket that works when you do" we put this to a test that has visual results: a thermal imaging camera. Not only did Chamonix provide an amazing backdrop but it also provides ideal conditions that put the athletes under duress which allowed us to capture the results. A side-by-side comparison of the Ventrix technology with standard industry fabric brings to life the key benefits from the products technology.
The jacket works when you do, so the more active you are, the more pronounced the cooling effect. Of course when you stop moving the vents stay closed, trapping the maximum amount of heat and keeping you warm. It is near-impossible to create completely controlled conditions in the mountains, and we are not claiming that the it is a 100% scientifically rigorous test, but it gives you a visual reference of the way Ventrix technology works.
All content was delivered through our social media channels and the feature videos delivering nearly 400k views. Supporting this was a comprehensive product review that appeared in our Autumn/Winter Outdoor 100.