The Creative Director of Guess Originals came to the interns and asked us to create a campaign out of a carpenter jeans that were more than just jeans. We were asked to produce a photoshoot, commercial, advertisements, visual merchandising, logo design, and a story.

The pants were then styled excessively to show the storage capabilities and versatility of the carpenter jeans. Focusing on the details of the pants such as the hammer loop, 10 different pockets, and comfortable waistband, the campaign aims to focus on the pants themselves while maintaining a universal relatability.

The solution is expression in all types of people. Use the bodies of actual craftspeople rather than having models wear the carpenters, each individual person was photographed performing the actions of their craft. The specific roles represented in this campaign were stylist, baker, hiker, gardener, painter, and dancer.