model wearing grey hoodie for north face marketing campaign

The North Face Red Box

Launching an icon, NYC style.

+ Brand Activation Concept
+ Representative Programming
+ Low-impact Event Design
+ Art Direction

This one was a brilliant team effort, working super collaboratively with the team at The Onlii and local producers to make sure the events felt significant, seamless and soulful.

My main role was in the formation of the core concept ‘Craft & Soul’, whilst also ensuring authentic representation by platforming and partnering with unique voices from the local community in Brooklyn. Our approach required a new level of brand confidence, letting audiences define their own experience of Red Box.

Photo credits - Matt Genovese Photo, AMES CREATIVE
Film credits - Dennis Todisco

900+ visitors in 24hrs
Community-first approach
Wide organic social reach

CONCEPT

“Craft & Soul becomes a global platform for quiet cultural rebellion. Red Box acts as both host and home for conversations between culture’s most expressive voices, elevating and amplifying emerging and underrepresented creatives through intentional, community-rooted gatherings.

Each city’s salon is co-created with local partners, pairing grassroots talent with cultural icons across music, food and style. Red Box supports not just the event, but the ecosystem - spotlighting alternative creative education, small businesses and makers from diverse backgrounds.”

The activation was all about celebrating life at the intersections of culture, where thoughtful curation allowed for both a neighbourhood experience and a destination moment for cultural tastemakers - celebrating creative pairing and social exchange.

By partnering with grassroots organisers, representative groups and authentic artists from across the borough, we were able to demonstrate the beauty of coming together, naturally embedding Red Box into genuine communities.