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Carhartt: Build Your Future

Brand
Carhartt
Date

Jul 2024

Description

Carhartt’s Build Your Future campaign channels the rugged heritage of ranch life through cinematic live-action storytelling. The project leans into an evocative aesthetic, utilizing analogue film techniques and warm golden hour lighting to capture sprawling rural landscapes and the day-to-day operations of ranch work. Characterized by its distinct 1980s visual tone and heavy vintage grain, the film focuses on the interplay between wide-angle mountain silhouettes and intimate, atmospheric moments with cowboys and their horses. Music and sound design, provided by IXYXI, anchors the visuals, bridging the gap between the vast, open terrain and the practical realities of the landscape.

Style

Horizontal, Cinematic, Warm, 1980s

Techniques

Analogue / film

Background

Desert

Context

Advertising Campaign, Brand Film / Corporate Video

Associated creatives

IXYXI
IXYXIMusic / Sound
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