CARHARTT
storytelling
The Next Responders: Episode 1
After Hurricane Helene left more than 4 million without power, thousands of utility workers mobilized to restore the grid and hope. A year later their work continues.
/ art direction
The Next Responders: Episode 2
When Hurricane Helene swept through the Southeast, communities everywhere were affected, including the line workers who keep the lights on. Still, they showed up proving what resilience and grit look like in the face of devastation. This is Jarrod’s story.
/ art direction
Situation
Carhartt’s legacy is built on trust, durability, and the people who rely on its products every day. The opportunity was to strengthen that connection with a younger generation of skilled tradespeople and first responders while preserving the credibility that made the brand iconic.
Insight
The next generation does not need to be convinced by advertising. They connect with real people, real work, and stories that reflect their values. The strongest path forward was not creating a new identity, but amplifying the culture already surrounding the brand.
Approach
Led creative direction for a campaign platform centered around authentic storytelling and cultural relevance. By aligning audience needs, brand heritage, and business goals upfront, the work created a clear foundation for meaningful engagement.
The approach balanced immediate campaign needs with long-term scalability, developing a flexible system that could extend across digital, social, and physical brand touchpoints while maintaining a consistent voice.
Outcome
Created a more culturally relevant brand presence among emerging workers while reinforcing Carhartt’s position as both a trusted heritage brand and a company continuing to evolve with its audience.