Recently minted Whitehouse Post editor Chris Murphy joins forces with director/Game of Thrones alum Jason Momoa and his production company Pride of Gypsies to craft an invigorating spot that spans the 127-year history of venerable workwear clothing brand, Carhartt.
The :60 direct-to-brand effort, dubbed “Measuring the Rugged Corners,” features a voiceover by actor John C. McGinley and marks the third Carhartt ad helmed in as many years by Momoa, who is admittedly a big fan of the brand. To cohesively bring the actor/director’s vision to life, Whitehouse Post’s Murphy cuts a panoramic, chronological path through time. Murphy’s cut emphasizes Carhartt’s significance in the textile world and its gritty, hard-working/hard-playing aesthetic, beginning with founder Hamilton Carhartt, and expanding throughout factories and farmlands, battlefields and frontiers of yesteryear, to the hunting grounds and sporting events of today.
“Creatively, it was a challenge to tell 127 years of authentic Carhartt history in 60 seconds, but we have an incredible story to share and a visionary director in Jason Momoa, who grew up in a blue-collar, Carhartt-wearing family,” says the brand’s creative director, Brian Bennett. “The end result is a story that really resonates with people who have worn Carhartt for a long time and those who are just learning about the brand for the first time.”
Creative Credits:
Creative Director: Brian Bennett
Art Directors: Ron Harper, Travis Yarrington
Copywriters: Brian Bennett, Dan Catterson
Producers: Chris Robinson, Matt Cleary, Rob Jaeger
Production Company: Pride of Gypsies
Director: Jason Momoa
Director of Photography: Brian Mendoza
Producer: James Mendoza
Editorial Company: Whitehouse Post
Editor: Chris Murphy
Assistant Editor: Miki Miyazaki
Executive Producer: Joni Williamson
Producer: Jonlyn Williams
Press and images via: Trust Collective