Mock Campaign Brand Manager
Case Study #3 The North Face (Book Bags)
Project Title: Elevate Utility with Culture
Goal: Rebrand their school/urban backpack line for high school & college students.
Target Audience: Gen Z students, campus trendsetters, creators
Mood Board Includes:
- Vibrant, techwear-inspired style
- Urban/college lifestyle, subway-to-campus shots
- User-focused functionality with fashion flair
Strategy:
- Launch a back-to-school “Pack Your Power” campaign featuring student creatives
- Bundle collabs with brands like Beats, UNiDAYS
- Introduce customizable patches & AR try-on for bags
Tactics & Results (hypothetical):
- 10-campus influencer tour
- Interactive IG Stories with “What’s in Your Bag?”
- Created buzz via Spotify collab for custom “study + hustle” playlists
Visual:
Digital Portfolio 