Carhartt WIP SS

2022

The brand launched its first retail collection and needed a campaign that captured the energy of this new chapter. The goal was to create imagery that felt authentic, energetic and aligned with the brand’s growing community.

We developed a lifestyle driven concept that blended product, movement and atmosphere to translate the brand’s identity into a visual story.

Two models climbing a metal frame against a blue sky, shot from below

The creative approach

Concept development
Location selection
Casting
Visual direction
Production

The visual direction focused on natural movement, real interactions and warm tones to reflect the brand’s lifestyle positioning.

Curly-haired woman smiling behind someone in light jeans with a Carhartt patch

Three models in Carhartt T-shirts standing by the water

Model in an orange beanie crouching on rocky ground, hands on his head

Model in an orange beanie and white Carhartt T-shirt leaning on a metal bar

Low-angle portrait of a model in an orange beanie and white T-shirt

Model in light Carhartt jeans sitting on a railing against the sky, seen from below

Woman with a hair bun and a man in black standing together in golden light

Models at a concrete bunker with graffiti on the beach

Two models in a beanie and a cap sitting on a climbing frame, arms crossed

Four models in Carhartt T-shirts standing knee-deep in the water

Two models sitting on top of a concrete bunker against the sky

The impact

The campaign was used across the brand’s webshop, social media and launch marketing. The visuals helped introduce the new retail line and strengthened the brand’s visual identity during the launch phase.

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