Columbia Sportswear is searching for the next Director of Toughness. And agency North is here to help with this effort, involving their west cost try outs. After showing up for what they think is just a normal everyday routine interview (because routine interviews always take place outside with a film crew) these candidates are told there's one more part of the interview. Duh-dun-dunnnnnnnnn. Here they need to reach the summit of a nearly 7,600 ft glacier, Palmer Glacier, where they will then be interviewed by a snark dropping bro HR Rep who's going to show these candidates what silly people they are. They don't know east from west. They have silly names. They don't have lightning reflexes. When one guy is talking about his two-year long distance relationship, the interviewer asks "What's your biggest fear other than commitment."
All I know is when one of these candidates mentions he was deployed in Iraq and Afghanistan that's when headband bro should have given up his seat because I'm pretty sure he qualifies as a toughness director based on that alone. This is an ongoing content series, by the way. So stay tuned for the winner.

Client: COLUMBIA SPORTSWEAR Chief Marketing Officer - Stu Redsun Scott Trepanier Director of PR & Communications Agency: NORTH Chief Creative Officer - Mark Ray Executive Creative Director/ Art Director - Luke Perkins Creative Director/ Copywriter - Aaron Robnett Art Director - Kaleen Anderson Executive Producer - Steve Rauner Content Producer - Matt Genz Print Producer - Peter Calendra Strategic Director - Jordan Delapoer Brand Director - Kelly Quinn, Alex Gatewood & Derek Muller Editorial Producer - Matt Genz Editor - Kelly Brickner Lyon Production Company - Big Block Director Josh + Vince Executive Producer - Geno Imbriale Sound Design/Mix - Digital one VFX - Pinata Post