The North Face turned up the cuteness factor with its latest advertisement, titled “Little Expeditions.”
Created by former pro skateboarder Colin Kennedy, the video stars Kennedy’s 2-year-old son Sonny and follows him as he explores the world, from the streets of Los Angeles to desert landscapes, coastal beaches and even into the San Gabriel Mountains, where the toddler encounters his first snow.
To truly capture Sonny’s sense of boundless wonder, Kennedy filmed his son by running alongside him, always keeping the camera at Sonny’s level. It’s a simple but highly effective technique that makes us feel like we’re in Sonny’s cute little lace-up shoes.
Watch the video here:
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For The North Face, the video is serving not as an advertisement for kids’ hiking boots but as a promotion for its 2016 Explore Fund grant-giving program, which started in 2010 and has since provided more than $1.5 million in U.S. grants. Applications opened today for the program, continuing through April 5. Organizations can apply at Explorefund.org.
This year, the brand plans to award $500,000 to nonprofit organizations that connect people to the outdoors in meaningful ways. And half of that is specifically targeted to groups that activate their programs in national parks, as a way to mark the centennial celebration for the National Park Service.
In 2015, 47 organizations received grants from The North Face, including One Common Unity in Washington, D.C., Bike Works in Seattle and Outdoor Outreach in San Diego.