A mission to visualize the relationship between harsh outdoor elements and the strength and durability of the jacket. The linear narrative is disrupted by glitches that convey the contrast between water and technology, suggesting a message of unplugging and getting outside.
The perfect storm is no match for the Apex Flex, The North Face’s latest addition to their line of outdoor gear. Mill+ teamed up with Sid Lee to create ‘Apex Flex Rain’, which features the form of the jacket reimagined using CG rain and water elements.
Director: Paul Mitchell
Produced at The Mill Los Angeles.