The North Face’s brand is rooted in the belief “Never Stop Exploring”, and they are constantly searching for stories that speak to this mentality. When approached with a film that would break down cultural boundaries, TNF chose to introduce a new facet of the brand’s roaming nature, making a powerful social statement.
‘Adventure Not War’ takes us into mountains of Iraq revealing a seldom seen, beautiful underbelly in a place scarred with devastation. With this film we take a new approach to war, inviting veterans to rewrite their histories in places where they served and heal wounds deeper than flesh and bone. The intention was to create a film that will help promote peace and a universal understanding that beauty can replace hatred if we strive for adventure, not war.
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