FutureLight is an advanced breathable-waterproof outerwear technology that North Face is using for its jackets. Qualities of the fabric include; waterproof, breathable, soft second skin, durable.
I really like the first promotional video how the entire video is in black and white until the clips of the jacket at the end where it then shows off the bright orange colour. I think it’s really powerful with its message to the consumer and really sells the technologies within the jacket.
Their strapline “defy the past – challenge the future” is again also really powerful and to the point.
*note to bear this in mind when thinking of my own strapline
Second video analysis – I really like the use of two screens, one static one moving, it’s a really modern aesthetic with moving fabrics and black and white content – The black and white clips could transpire into my own teaser videos for my collection.
The final video is much longer more of a storytelling/review approach of the jacket, this is a good video with lots of different camera angles.