■ The North Face HKe 2.0

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Details

The North Face HKe 2.0

Photographer:
Louis Hollinson

Creative Direction:
PROJECT 703

Overview

PROJECT 703 was tasked with developing a series of lifestyle campaign visuals for The North Face's HKe 2.0 collection.

The creative brief called for the collection to be contextualised within an urban landscape, demonstrating how technical outerwear can seamlessly integrate into everyday city life.

The visual direction drew from the principles of organic architecture, structures shaped by natural forms, fluid geometries, and purposeful design. These backdrops became a natural extension of the collection itself, mirroring the precision engineering, technical innovation, and considered functionality at the core of The North Face’s HKe line.

Placing the garments against architectural spaces designed by Zaha Hadid, the campaign explored the relationship between performance apparel and the modern built environment. The resulting imagery positioned HKE 2.0 as a collection designed to move between disciplines where technical capability meets progressive urban design.