We turned a weather-poof product story into a human story of resilience and outworking the elements with some very real friends from Enumclaw, Washington, the rainiest town in the US, who just so happened to be hardworking Carhartt loyalists too.

This campaign collapsed the funnel, from long-format documentary to social short-form to character portraits and video stories taking the place of product photography on Carhartt’s eComm site.