{"id":22865,"date":"2020-10-19T10:03:05","date_gmt":"2020-10-19T17:03:05","guid":{"rendered":"https:\/\/presskitchen.com\/?p=22865"},"modified":"2026-01-28T09:50:32","modified_gmt":"2026-01-28T09:50:32","slug":"butter-the-north-face","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/butter-the-north-face\/","title":{"rendered":"On Creativity, The North Face Endures 2020 in Powerful Short with Music Supervision by Butter Music + Sound"},"content":{"rendered":"

CREATIVITY<\/h2>\n

THE NORTH FACE TAKES 2020’S CHALLENGES HEAD ON IN FILM NARRATED BY LENA WAITHE<\/h2>\n

Emmy-winning writer\/actor\/producer provides V.O for brand’s ‘Reset Normal’ initiative via Sid Lee<\/h3>\n

By Adrianne Pasquarelli<\/strong><\/p>\n

 <\/p>\n

https:\/\/www.youtube.com\/watch?v=KTYiEDMV7yA<\/p>\n

 <\/p>\n

Editor’s Pick<\/strong><\/em>
\nOutdoors brand The North Face debuted a powerful new film that addresses the hardships of 2020 as one of the worst challenges we have to overcome. The 60-second video, which was created with agency Sid Lee, is meant to inspire. Emmy-winning writer and actor Lena Waithe (“Master of None,” “The Chi”) provides the voiceover.<\/p>\n

\u201cWe thought we had faced the worst,\u201d Waite says over imagery of people climbing, skiing and running in difficult weather conditions. But the video changes to scenes of different struggles, like fire and COVID-19. \u201cThe mountain has changed\u2014our biggest challenge isn\u2019t off in the distance, it\u2019s at our feet,\u201d says Waithe. \u201cWhat we do now says everything about who we are, who we will be and the legacy we leave.\u201d<\/p>\n

The new video is part of The North Face\u2019s \u201cReset Normal\u201d initiative meant to encourage and help fund exploration of the outdoors for everyone. The brand has established an Explore Fund Council which includes Waithe and athlete climber and director Jimmy Chin. It’s also donating $7 million to the effort.<\/p>\n

The North Face is also asking athletes to create and share videos through its own Instagram AR lens and TikTok filters about how they plan to reset their normal this year.<\/p>\n

 <\/p>\n

Read the original article HERE<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

CREATIVITY THE NORTH FACE TAKES 2020’S CHALLENGES HEAD ON IN FILM NARRATED BY LENA WAITHE Emmy-winning writer\/actor\/producer provides V.O for brand’s ‘Reset Normal’ initiative via Sid Lee By Adrianne Pasquarelli   https:\/\/www.youtube.com\/watch?v=KTYiEDMV7yA   Editor’s Pick…<\/p>\n","protected":false},"author":2,"featured_media":22866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,217,218,256,268,270,2994],"tags":[2993,2995,2996,257,263,276,1242,2554,2954,2992],"class_list":["post-22865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-ads","category-advertising","category-butter","category-music","category-music-sound-design","category-mr-bronx","tag-mr-bronx","tag-the-north-face","tag-vo","tag-butter-music-sound","tag-creativity","tag-sound-design","tag-ad-age","tag-music-supervision","tag-garth-trinidad","tag-aloe-blacc"],"yoast_head":"\nThe North Face Endures 2020 in Spot with Music Supervision by Butter<\/title>\n<meta name=\"description\" content=\"Butter Music + Sound led music sup by Garth Trinidad (\u201cMy Way\u201d by Aloe Blacc), recorded Lena Waithe voiceover, and sound 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