The North Face has unveiled its latest advertisement, titled ‘Never Stop Exploring,’ featuring musician, conservationist, and explorer KAM-BU. Directed by Calum Macdiarmid of Great Guns and produced by Marits Roberts, the campaign highlights The North Face’s NSE Collection.
KAM-BU introduces himself and recites a self-penned poem that reflects on a life divided between the tranquility of nature and the hustle and bustle of London. The audience is transported between these two contrasting worlds as dynamic shots of city streets and lively performances contrast with moments of serenity amidst expansive natural landscapes.
The North Face chose London artist KAM-BU due to his passion for both high-energy performances and nature, making him the perfect match for the NSE Collection. The collection draws inspiration from ’90s rave music for its first release and from urban nature for its second. Marits Roberts initially created the brand’s inaugural sponsored music video for KAM-BU’s rave track ‘Live-O,’ while the second installment focuses on his gentler side as an advocate for the Youth Wildlife Trust, encompassing both aspects of the product’s design philosophy.
To create the second film, Marits Roberts enlisted the directorial skills of Calum Macdiarmid to explore KAM-BU’s profound connection with nature. Calum collaborated closely with the agency, generating various ideas for the execution. In order to represent this aspect of KAM-BU’s persona in the most evocative manner, an expressive approach to filmmaking was chosen to reveal the depth of the situation.
Calum maximized the contrast between KAM-BU’s urban and natural sides by utilizing different camera techniques for each setting. Among the greenery, contemplative shots with long, slow zooms encourage viewers to ponder the scene philosophically. In contrast, city clips incorporate jump cuts, shaky crash zooms, whip pans, and sound effects. This battle between the two sides heightens the sense of tranquility as the film eventually settles in its natural surroundings.
Authenticity is embedded in the film, featuring a poem written by KAM-BU himself and capturing meaningful locations from his upbringing to his personal allotment. To match the organic energy, Calum shot the campaign using 16mm film, lending a raw, vintage aesthetic to the visuals.
Agency: Marits Roberts
Production Company: Marits Roberts/Great Guns
Director: Calum Macdiarmid
DOP: Ali King
1st AC: Ben Foat
Steadicam: Thomas Barber
Assistant: Samuel Robinson
Editor: Ollie Davis
Grade: Jax Harney
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