Dickies: Earn Them.
By the seam of our pants. Dickies needed to thread the needle. Their brand had been coopted by an eclectic mob of shredders, pedal hoppers, and wrench-monkeys. Our clients were nervous embracing the long hairs might put off their industrial bread and butter.
The answer to Dickie’s predicament was as uncomplicated as a pair of their 874 work pants. The answer was to honor the shared value of hard work that attracted folks from both sides of the proverbial seam.
The hand of the maker. We were hell bent on making these films the hard way. So when director Dante Arioli committed the production to shooting on vintage 16mm b/w stock, we were beyond stoked. We doubled down in edit, handing over the footage to Hank Corwin who went certifiable bonkers on the cuts.
The only station that matters. Music cred was insanely important to building out the vibe of the campaign and included Daniel Johnston, Earthless, Leadbelly, Trans Am and Maurice Ravel.
Tough talk for the rougher trades. The print campaign was born from the same defiant spirit and shot by legendary skate photog Scott Pommier.
Shiny Stuff.
Creativity Online - Top 5
The One Show - Branded Entertainment - Merit
Addy Awards - Campaign – Gold
Addy Awards - District 15 - Gold
Addy Awards – Local - Gold
Lürzer's Archive Selection
Communication Arts Selection
New York Times Featured
The Crew. Dante Ariola. Hank Corwin. Scott Pommier. Rick Condos. Hunter Hindman. John Graham. Tim Semple. Matt McFaden. John Drawbaugh. Todd Porter.