I love music. It is an amazing way for humans to connect, share stories and find common ground. Here are a few examples of how I have used the power of music to create movements
Athleta x Alicia Keys
Soulful, expressive and grounded, Alicia Keys was the perfect partner to bring the warm spirit of Athleta to a broader audience.
Maggie Rogers x North Face
Growing up as a camp counselor, inspired by nature and made famous by her hit Alaska, we partnered with Maggie Rogers early in her ascendance. To celebrate the launch of our new Ventrix jacket and its heat release technology, we collaborated to create “The Release Project,” an immersive digital experience that allowed Rogers’ new track, “Split Stones” to be revealed layer by layer through movement. With more movement, more layers of the song are played until ultimately the full length track is unlocked.
White Denim x North Face x Spotify
To bring the life the launch of our new Apex Flex jacket we partnered with Spotify and White Denim to create the world’s first weather-triggered song release. Spotify made White Denim’s new, rain-themed song “No Nee Ta Slode Aln” available only in U.S. regions receiving rainfall. The streaming service used its geotargeting technology to determine which markets to push the song to.
The Roots x Captain Morgan
We worked with The Roots to create an original 7 minute track that brought the life the adventurous and independent spirit of Captain Morgan’s To Life, Love and Loot campaign.
Princess Nokia x North Face
Princess Nokia was the first of many artists we worked with to express the brand’s positioning and heritage in the urban and hip-hop space.
