North Challenges Adrenaline Junkies to Get Tough

Being tough is a state of mind and not really a reflection of your physical fitness... Or is it?

In a new campaign from North for Columbia Sportswear, a team of outgoing and adventure-fuelled applicants compete for the Director of Toughness title in an unusual interview process.

Far from the suited-and-booted office approach, the candidates instead list their wildest experiences in a bid to convince the panel that they are suitable for the role – which will see them travelling around the world for nine months  to test the brand’s clothing range.

But little do the contestants know that immediately after the initial meeting, they must brave extreme conditions and hike up a mountain to take part in the second interview – located at a mere 7,950 feet.

Helmed by Josh + Vince, the spot documents the gruelling process to find the right person for the role – surely, the interview is only preparing them for the actual job itself?

Keep an eye out on the brand’s YouTube channel for a follow-up spot in the series.