There is an outdoor apparel craze in Korea at the moment. Many outdoor apparel brands are churning out the image of ultimate outdoor experiences with magnificent majestic landscapes such as mountain trekking and rock climbing, through their advertisements. However, most people today often wear their outdoor clothes every day in the city. We don’t do glamorous trekking in snow-covered mountains or cycle through panoramic beach scenes like they do in the commercials. Accordingly, in the fall of 2015, North Face released the outdoor jacket “McMurdo” with practical functionality and a simple design, and planned a campaign for contemporary people to enjoy their best outdoor experiences in the urban environment they live in. In addition, through this offering, we set out to convey the “spirit of exploration” in the outdoors, which the brand pursues, to those of us who are living a life in which we have forgotten the real values of the outdoors.