To celebrate the launch of the Ventrix™ Jacket and its heat-release technology, The North Face, Spotify and musician Maggie Rogers collaborated to create "The Release Project," an immersive digital experience that allowed Rogers' track, "Split Stones" to be released layer by layer through movement.
It worked by first prompting Spotify listeners to engage with The North Face Ventrix™ ad on their mobile device. The more the user moved, the more of Maggie Rogers’ track was released.Only walking? Just the bass line was audible. But with more movement, more layers of the song were played until ultimately the full-length track was unlocked and available for download.
The North Face engaged Darling to design this one-of-a-kind digital experience from start to finish. We worked closely with The North Face and Spotify teams to create a rich, visual atmosphere for the campaign. The heat-releasing technology of the jacket was mirrored throughout the experience by layers of motion, color, texture and sound. We then created a toolkit of brand assets The North Face team could easily integrate into their full campaign.