Today, we’re joined by Kaki Orr, the Creative Director for Branded Content at 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 of their athletes skiing, climbing, and running across many of the world’s most remote and breath-taking 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 talk 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. Please enjoy this conversation with Kaki Orr.

Watch Kaki's work:

The North Face Presents: Lhotse ft. Hilaree Nelson and Jim Morrison

The North Face Presents: Earthside

For the full show notes, transcript, and links to the best content to learn more, check out the episode page here.

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Show Notes:

(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