Apex Flex

The North Face

The promise of The North Face’s new Apex Flex rain jacket was that it is so comfortable, it would change how you felt about rain, turning it from something you run from, to something you run to. To get this message across, we teamed up with Spotify and the band White Denim to create the first-ever weather-targeted music drop, i.e. an exclusive track that would only play in locations where it was raining.