I love love love good marketing. There are a handful of brands that are really doing it for me, with campaigns that have stuck with me for weeks (or even months!).
I thought I’d share those with you in today’s letter, as well as my analysis on common threads between them. What makes these campaigns so sticky? What are they doing right? And equally as important— what are they not doing that’s resonating?
There are two campaigns that North Face launched — both video format — that have been living rent-free in my mind. I typically lean towards photo content, but this case makes me want to pick up a video camera and dive into the world of short-format-videography.
‘Never fear the forecast’ campaign — watch here.
They also shared a roadtrip campaign that was beautifully executed— watch here.
“A shared table” — A blend between digital + analog (16mm perhaps?) video. Any brand that prioritizes incorporate analog film or video has my immediate attention.
It’s not a specific Ffern campaign that’s stuck with me, but rather their overall approach to branding from season to season. Similar to Toast, Ffern shares a blend of digital and analog content— both stills and motion. They do a great job at highlighting individuals who are in the arts, whether they specialize in woodworking, ceramics, panting, etc.
You can enjoy some of their content here, here, and here
Specifically, their Autumn/Winter ‘25 campaign. These images felt fresh, deeply relatable, and cool.
Sezane’s first collection of 2026 took place in NYC and launched with a bang— watch the videos here, here and here.
A heavy focus on the liveliness of the big apple + movement through dancing— feels very energetic and exciting!
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