Anne Taylor Robertson Blog 13: The North Face Manifesto

In similar style to the First Ascent Series, The North Face Manifesto is a short video, an advertorial or sorts, which shows North Face athletes engaging in their sport. This film is very persuasive in that the viewer has to remember that it is made by a for-profit company. The beautiful cinematography as well as the stirring music and inspirational athletes portrayed make it a very convincing advertorial. Aside from that, however, it is interesting to see that the highlight of this short video is the focus on the concept of the “one moment” in which joy and meaning are found. This moment is only found at random, it must be discovered and immediately recognized or else it passes, never to return in the same way. “These moments are the richest in life” states alpinist Conrad Anker. What is it that makes these moments so rich?