Ads Review - The North Face Product Lifestyle Photos
This week in the ads review, I’m breaking down The North Face’s product lifestyle photo carousels. The North Face makes great outdoor gear, and many of their products are inseparable from outdoor experiences. These product lifestyle photos show how their products are meant to be used, while also showing their products well.
Check them out, and then I’ll break down why they work, and ideas to make them better.
Why These Work
Outdoor Photos for Outdoor Products
The North Face knows that plain product shots on a white background don’t sell outdoor gear. They steer clear of this pitfall by shooting their products in real environments. The jackets look weathered–there are water droplets, they look windblown, and the models look like they’re on an adventure. This shows the ideal environment for these products, as they’re meant to be worn.
Product-Focused
Even while The North Face achieves a great outdoor look, they don’t abandon a product focus. All of these carousels are shot similarly. The jackets are in about 80% of each frame. The logo is clearly visible. There’s an open corner for the official logo file. This is likely the work of a dedicated brand producer slaving away on a list of best practices for the photographer. This helps The North Face sell more jackets, by increasing product and brand lift over the average, because they displayed their product so clearly.
Ideas For Improvement
Since the first frame of each carousel is so perfect for each product, the only idea I have to make these ads better would be to include more photos. I interpret this ad style like a news article. Lead with the most important information, and let the fun stuff come later. That way, if someone doesn’t swipe on the carousel, they still saw the most important image. But if someone wants to see more, they can keep scrolling on the carousel and see more inspirational photos.
All in all, these are great carousels filled with a solid set of photos. Any brand would do well to emulate this style of product lifestyle imagery in their ads. Great job, The North Face!
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