Work in Process for Carhartt WIP S/S24 in New York featuring artists Carlos Lara, Bradley Ogbonna, and Pauline Camille.

Ideated this concept because in a world driven by the appearance of success, we too often forget the beautiful importance of process and diligence. Thank you to the artists who welcomed us into their inner world and the artists who made up our crew.

Filmed on Kodak 16mm. Gratitude to Damara Pratt for co-directing with me and Małgorzata Rabczuk for the always-beyond-stunning work as Director of Photography.

Carhartt made their name by providing work garments for heavy industry. We’re talking molten steel, chainsaws, railroad spikes, arc welders type of heavy industry. The rugged durability and simple, utilitarian aesthetic made Carhartt a hit beyond the world of hard hats and lunch pails.

The Carhartt WIP label takes the traditional Carhartt approach to construction and form, and applies it to a range of fashion-oriented garments and accessories, incorporating European-inspired designs with long-standing, renowned styles. Although the tailoring may have downtown in mind, Carhartt WIP's quality remains pure job site.

Carhartt pioneered workwear in the United States, a legacy that Carhartt Work In Progress elevates with refined designed and elevated quality. This campaign relates this trailblazing spirit, as well as the support Carhartt WIP has demonstrated since its inception for upcoming artists.

By expanding the definition of work to include the labor of creativity, Carhartt WIP is visually imparted as an essential companion and champion to the artistic journey—as the works of art, as well as the artists themselves, engage in the process of becoming. In life as in art. It’s all a Work in Process.

We wanted to address a more tactile world. Our digital world today is too-often driven by creative productivity, in which a work of art becomes a product, the artist is its producer, and the word creative more noun than verb.

In this landscape, we’re personally invested in elevating the artistic process. We see a clear resonance of vision with Carhartt Work in Progress’s demonstrated history of supporting artists and their work. We believe the better we uphold the artists among us, the better we all live.

Video - We delivered one edit with all talent with 16:9, 9:16 and 1:1 aspect ratios so the client can pick and choose where they want the spots to be shared, be it their website, blog, TikTok or Meta.

Photo - we also had someone on location that was able to capture stills for the Carhartt WIP blog and social media accounts.