New North Face film is a challenge for the audience as well as intrepid free-solo climber Alex Honnold

Be warned; this takes a bit of watching. It’s free-solo climber Alex Honnold (no ropes) climbing El Sendero Luminoso in Mexico for The North Face.

Sweaty palms aside, if you’re going to produce inspiring tales for brands (which lots of people are trying to) this is a pretty compelling example. It’s bad enough watching him walk across the top let alone climbing the bloody thing.

The production company was Camp4 Collective.