Carhartt is a brand I’ve wanted to collaborate with for the past few years, ever since watching the skating film PRECIOUS by Joaquim Bayle. The film inspired me on a different level—especially its blend of raw VHS aesthetics with subtle touches of film that gave it a timeless, authentic feel.
This spec ad is my interpretation of the visual language Carhartt is known for: film-driven, lo-fi, and relaxed. For this project, I created a 33-second main ad, three mini ads, and a series of film photos. Along with a few of my camera buddies, I scouted locations around downtown Dallas and selected three spots to shoot.
As seen in the film, we took the skaters throughout the city and simply let them ride. The story centers on two friends meeting up and spending a calm day skating around town—capturing genuine moments, movement, and the laid-back energy that naturally unfolds in the city.
