COMMERCIAL CASE STUDY / THE NORTH FACE
On ice.
In the moment.
ATHLETE PHOTOGRAPHY
BOZEMAN / HYALITE CANYON
Athlete photography, fast delivery and coordinated content distribution
around Bozeman IceFest.
BRAND
The North Face
PROJECT
Athlete campaign
LOCATION
Hyalite Canyon
Bozeman, Montana
MY ROLE
Photography, campaign concept
& content distribution
01 / THE IDEA
Photograph the athletes.
Share the moment.
I pitched an athlete campaign to The North Face that connected the photographs with the energy of the Bozeman weekend.
Alongside making the images, I shared content in real time through @iceclimbing on Instagram and TikTok and collaborated with The North Face’s climbing channel. I coordinated publishing across my own feeds, the athletes, Bozeman IceFest and The North Face’s channels while the event was still fresh.
02 / THE ATHLETES
Trust behind
the camera.
The opportunity to spend time with Conrad Anker, and the trust to photograph Matt Cornell soloing, made this project especially meaningful.
The work also followed Anna Pfaff and Andrés Marin on Responsible Family Men, and Maarten van Haeren on Cleo’s and Mummy IV. All of the climbing was photographed in Hyalite Canyon.
ANDRÉS MARIN & ANNA PFAFFHyalite Canyon
03 / THE DELIVERY
Ready while
it mattered.
The first deliverables were ready within 24 hours for a quick post following Bozeman. The remaining work followed several days later for the main posts on The North Face’s channels.
FIRST DELIVERYWithin 24 hours
REPORTED COMBINED VIEWS16 million
Combined campaign views across participating channels from the Bozeman weekend, as reported by Tim Banfield. This is an aggregate view count rather than unique viewers.
ANNA PFAFF / RESPONSIBLE FAMILY MENViews from above and below
04 / BEYOND THE WEEKEND
A longer life
for the photographs.
The North Face later used the images of Maarten for its Fall/Winter 2026/2027 GORE-TEX PRO jacket campaign.
MAARTEN VAN HAEREN / CLEO’SThe North Face
DISTRIBUTION / THE NORTH FACE
From the shoot.
Onto the brand’s channels.
Three examples from @thenorthface_climb show the work reaching audiences through athlete stories, festival coverage and product content.
Screenshots from the campaign deck. Open each original post to see the content on Instagram.
TNF CLIMB
Bozeman IceFest recap
The climbing team and Hyalite Canyon featured in TNF’s festival coverage.
View post
TNF CLIMB
Athlete product story
Matt Cornell introduces TNF climbing footwear on the brand’s climbing channel.
View postSELECTED CONTENT PERFORMANCE
The work in circulation.
Saved view counts from selected Bozeman content. These captures do not identify the individual publishing accounts. They are separate from the linked TNF posts above and are not added together.
All counts shown reflect the saved screenshots, rather than live results or unique viewers.
THE SELECT / THE NORTH FACE
From the ice.
Explore the photographs