Need a Reason to Hit the Trail? New The North Face Gives You 10,000

The North Face has launched the campaign to promote TNF100, the iconic 100km ultra trail race, after a 3-year hiatus.

Following a challenging pandemic 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 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 and it 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.


Agency: FRED ​ & FARID Shanghai

Client: The North Face

Title of the campaign: 10000 reasons to get back to trail

Chief creative officers: Fred & Farid

Executive creative director: Feng Huang

Group Creative director: Adrien Goris

Creative group head: Billy Liao

Copywriters: Peilin Guo, Miranda Han

Art director: Billy Liao

Agency supervisors: Paul Lin, Quinn Jiang, Jenny Wei

Agency producer: Charles Renard

Production company: Fred & Farid Production

Executive Producer:Charles Renard

Producer: Charles Renard

Editor: Kai Yuan

Grading & Online: Fred & Farid Production

Music: Fred & Farid Production

Sound Recorder, Design & Final Mix: Ker Sound (Shanghai)


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