Maggie Rogers fans can hear new outdoors-inspired track “Split Stones” exclusively through interactive digital experience
The North Face today officially launched the new insulated Ventrix Jacket that releases excess heat through movement and exertion for balanced warmth and breathability. To celebrate the launch of Ventrix and its heat release technology, The North Face and musician Maggie Rogers have collaborated to create “The Release Project,” an immersive digital experience that allows Rogers’ new track, “Split Stones” to be revealed layer by layer through movement.
With more movement, more layers of the song are played until ultimately the full length track is unlocked 24 hours ahead of it’s official global release, available to download and stream at all digital partners on 20 September.
Rogers is also featured in the Ventrix campaign film, directed by filmmaker Grant Singer. The North Face athletes Jimmy Chin, Alex Honnold and Emily Harrington also appear in the film, which was shot in Portland and Mount Hood, Oregon and El Plomo, Chile. The Ventrix campaign will be supported by advertising across print, digital and social media beginning 19 September.
To release “Split Stones” through movement, click here.
“Maggie’s sound is inspired by her connection with the outdoors, often drawing inspiration from the movement and rhythm of nature,” said The North Face Vice President of Marketing Tom Herbst. “As a brand rooted in outdoor exploration of all types, Maggie’s approach to music makes her the perfect partner for The North Face and the launch of our Ventrix Jacket that is designed to perform when you move.”
“I took the first sound samples for ‘Split Stones’ on a month-long backpacking trip in Oregon during the summer of 2013; I’ve been collecting samples and piecing the song together in bedroom studios and trails ever since,” said Rogers. I’m super excited about combining the two things I love – technology and the environment – to create a way that people can hear the song, but also feel a little bit a part of the action and process that inspired it.”
Ventrix is The North Face’s next evolution of synthetic-insulation technology designed for highly aerobic activity in variable weather conditions. Ventrix technology features laser-perforation to the insulation that are designed to expand and release heat or contract and retain heat with movement to keep from overheating or sweating out.