The Crux
The premise
Immerse yourself in the annual saga of the climbing world cup.
A journey of grit, sweat, and glory, steering climbers to the pinnacle: the World Championship. High stakes, fierce rivalries and dreams teetering on the edge — welcome to the captivating world of competitive climbing. Every year, they traverse the globe, competing in a relentless series of events, all leading to the grand finale: the World Championship. In this high-octane arena, rivalries ignite, legacies are forged, and only one can be crowned the world’s best climber.
Produced in partnership with the Showrunner of Drive to Survive and Producers of Free Solo.
How we did it
The Crux represents the full strength of Think Less in motion — from story conception to global execution. What began as an original idea inside our studio became a world-class documentary series uniting The North Face and National Geographic for the first time.
We developed, packaged, financed, and produced the series end-to-end — negotiating access with the International Federation of Sport Climbing, embedding across eight countries during the Olympic Qualifying circuit, and capturing the world’s top athletes at the height of their pursuit.
Working through shifting schedules, international regulations, and a live competition environment, our team delivered a cinematic, high-stakes story that reached global audiences through National Geographic Digital ahead of the 2026 Olympics.
The Crux stands as proof of Think Less’s ability to originate culture-shifting stories, align iconic partners, and execute complex productions at a global scale — all while staying true to the heart of human storytelling.
The series
Episode 1
Episode 2
Episode 3
Episode 4
Partnering with Think Less on the origination of the series The Crux was a powerful collaboration. We saw the opportunity to bring to life a captivating series that gives an inside look into the world of competitive climbing with the goal of extending the sport’s reach. Climbing is at the center of The North Face brand, and we foundationally understand that in offering access to the sport of climbing, our brand can help foster a love for the sport while supporting its growth.