Carhartt
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Role
Art Director, Graphic Designer
Skills
Art Direction, Creative Strategy, Concepting
Team:
Michael Tutko (AD / GD)
Laura Ornella (Copywriter)
Jamar Woods (Copywriter)
Big Idea
Every mark on a parent's clothing tells a story they'd never want to forget. Carhartt is tough enough to hold onto all of them.
Objective
Celebrate the wear and tear on Carhartt clothing by embracing the stories that created them.
Insight
For Carhartt parents, those marks aren't looked at as damage. They give the clothes character. It’s a cool factor that they were out their living as exciting of a life as they did before.
Solution
Carhartt looks better imperfect — messy. Our clothes were meant to be worn. Our lives are meant to be lived.
Target Demo
Parents age 28 - 48.
Non-traditional parents whom align more with an outdoors adventurous spirit and lean to be more “risk takers”.
Launch
August - October
Tension
Parents are conditioned to mourn the marks that time (and kids) leaves on their clothes — the wear, the stains, the fading.
A.I. Disclaimer:
AI was used to help create the above conceptual hero images of the “Field Day” event.