THE NEXT RESPONDERS
CARHARTT
Developed a targeted brand initiative to authentically connect Carhartt with the next generation of skilled tradespeople and first responders, addressing a gap in relevance with younger audiences entering the workforce.
Led the creative direction for a campaign platform that elevated real stories and cultural credibility, ensuring alignment with Carhartt’s heritage while evolving its voice for a modern audience.
Built a flexible campaign system designed to scale across digital and physical touchpoints, reinforcing consistency while allowing for localized storytelling.
Resulted in a more culturally resonant brand presence among emerging workers, strengthening Carhartt’s position as both a legacy brand and a future-facing one.
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 Director
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 Director
