THE NORTH FACE and FRED & FARID Shanghai use AI’s Potential to turn 100 reasons into 10 000 ones to go back to trail

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Following a challenging period, Shanghai sought to reclaim its vitality after lingering trauma confined millions to their homes, isolating them from nature’s beauty. In response, The North Face and FRED & FARID Shanghai launched “TNF10000 Reasons to Get Back to Trail,” a campaign aimed at reigniting the spirit of outdoor exploration.

Leveraging ChatGPT and Midjourney, the campaign generates 10,000 reasons to hit the trail, sparking a widespread desire to reconnect with nature.

As the nation emerges from lockdown in early 2023, FRED & FARID Shanghai and The North Face have successfully launched “TNF100 Reasons to get back to trail” campaign to promote TNF100, the iconic 100km ultra trail race, after a 3-year hiatus.

The campaign used a captivating 5-minute film, a massive billboard in the heart of Shanghai, and a series of posters to encourage people to venture outdoors and embrace the natural world.

In response to the campaign, thousands of Chinese enthusiasts shared their own personal reasons for hitting the trails. But to further fuel this spirit of exploration, The North Face and FRED & FARID Shanghai asked, “How much further can we go?”.

The question was posed to ChatGPT, the cutting-edge artificial intelligence chatbot developed by OpenAI. The AI responded with 10,000 reasons to return to the trail, inspiring the creative team to produce a fully AI-generated 2-hour 42-minute film, an expansive billboard at TNF100 race camp in Moganshan, and a collection of campaign posters.

Introducing “TNF10000 Reasons to get back to trail”, a campaign showcasing the power of AI not only as a technological feat but also as a means to inspire real human connections with nature.

Utilizing innovative technology, ChatGPT and Midjourney, the campaign presents persuasive reasons that leave no excuse to resist the allure of sports and the great outdoors. Each campaign poster offers an immersive experience, allowing individuals to zoom in and discover the intricately woven treasure trove of 10,000 captivating reasons within the artwork.

The entire campaign was brought to life by FF Production, FRED & FARID Shanghai’s in-house production company.

The collaboration between The North Face and FRED & FARID Shanghai seamlessly blends human creativity with AI-generated insights, fueling an insatiable desire to traverse trails and embrace the wonders of the natural world. The campaign reflects The North Face’s commitment to inspiring nearly 27 million Shanghai residents and aligns with their mission of rekindling the joy and fulfillment found in the great outdoors.


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