Introducing the Eco Trail 2P.At Tell, we're more than just an animation studio. We offer full marketing services across digital platforms and print applications, or partner with agencies to inform design and strategy.
We created a spec marketing campaign around the Eco Trail 2P tent by The North Face to demonstrate where design, animation, and strategy meet. We considered a customer's journey from first interaction to sales conversion.
We started with a hero product video that became the baseline for the entire campaign. Our main inspiration was juxtaposing the tent’s parts with their counterparts in nature. We modeled the product and placed it within various environments to get perfectly tracked and transitioned shots while showing the product’s versatility.
Inspired by nature.
The customer’s journey starts with first hearing of the Eco Trail 2P Tent, introduced through pre-roll advertising. We created three pre-roll ads by taking cuts from the hero video to highlight the various tent components: the poles, cording, and body.
The customer's curiosity is piqued, and they click on the ad that takes them to The North Face’s YouTube page. The customer sees a 15 second teaser that starts to reveal more of the tent structure beyond its sub-components.
Light and durable aluminum.
They navigate to The North Face's main Instagram feed where there is a 30 second reel version of the hero video. The reel re-utilizes visuals from the hero, modified from the 16:9 aspect ratio to 9:16 to fit the social media platform requirements.
They start to engage with content further, like these carousels.
Long lasting tent cord.
The customer is daydreaming of a weekend getaway on their daily commute in the city, when they come across a large format ad.
When they are on that weekend getaway, they see the product advertised on a set of recycling cans near a trailhead or park bench.
The ad highlights the tent’s materials originating from recycled plastic. This establishes a strong impression with the customer of The North Face’s commitment to environmental respect through its products.
The customer checks out the product page where the hero video lives alongside intriguing scroll animations to read up on the details and specifications of the tent.
And finally, the customer heads to The North Face storefront where the hero video concept comes to life in a work of art. They go inside to purchase their own Eco Trail 2P tent.
That’s how we strategically drive customers to sales for our clients. Want to talk about it? Let’s chat about how we can help you out with a similar campaign.
Credits:
Concept Creation
Stewart Rosburg & Krystal Anderson
Production
Krystal Anderson
Marketing Strategy
Krystal Anderson, Zack Millsaps, Karyn Davis
Video Creation
Script Writing - Zack Millsaps & Stewart Rosburg
Creative Direction - Stewart Rosburg
Animation - Stephen Moore
Sound Design - Stephen Moore
Graphic Design
Karyn Davis