“Work, and you’ll get what you need; work harder and get what you want.”
However, most of the hardest workers don’t give themselves the freedom to enjoy what they want. That’s why Carhartt takes a step back from their usual advertising of labor scenarios in their heavy-duty workwear to promote a well-deserved break. Through photography, stream of thought, and the promotion of “taking five”, this finds its way into the hearts of blue-collar workers. Not only is it making them feel seen and understood by Carhartt, but it also advertises the comfort behind Carhartt clothing and that it’s meant for your free time, too.
Conceptualization, Photography, Art Direction, Copywriting, Graphic Design, Editorial Design
Adobe Lightroom, Adobe Illustrator, Adobe Photoshop