Making Media
Episode 49 The North Face Presents
Making Media

Episode 49: The North Face Presents

Making Media

Episode 49

The North Face Presents

Kaki Orr is the Creative Director for Branded Content at The North Face. We cover how she balances authenticity with business objectives, how her epic films come together, and how she thinks about distribution.

(00:01:50) - Kaki’s background before joining The North Face

(00:05:52) - Overview of her role today 

(00:10:17) - Defining success

(00:11:45) - Which stories are picked 

(00:14:15) - General project timelines 

(00:16:03) - The logistics of their films 

(00:18:24) - Budget allocation and coordination 

(00:20:13) - Building teams around an athlete 

(00:22:52) - Leaving room for the unexpected 

(00:26:19) - Managing talent and project risk 

(00:31:20) - Finding effective distribution channels 

(00:36:38) - Other brands that inspire Kaki 

(00:38:10) - Fundamentals of making a great documentary 

(00:40:34) - What she’d like to achieve over the coming decade

(00:42:40) - Debrief

 

The North Face Presents

Introduction

Dom
Hello and welcome back to Making Media today. Matt and I are joined by Kaki Orr, the Creative Director for branded content at The North Face. I've long been obsessed with mountaineering films, and few companies make better content about outdoor adventures than The North Face.

After a career as a professional skier where she was sponsored by The North Face, Kaki joined the company and has since led the charge to create mesmerizing films about athlete skiing, climbing, running across many of the world's most remote and breathtaking mountains.

We've talked a lot on this show about content to commerce. But in many ways, this conversation covers the reverse, commerce to content. We talked to Kaki about creating authenticity while achieving The North Face's goals, how these epic films come together and how she thinks about risk throughout the process.

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