The beauty of hard work.

This love letter to Carhartt's durable workwear had it all. We hit the farm (literally) to show just how tough it is. Gear for the ones who don’t call in sick because the job’s never really done - and a shoot where dust and dirt on the product isn’t a red flag – it’s a necessity. The spot was developed, shot, and directed by Nic Reader. EP Mike Gualtieri and Joe Leonard handled producing duties.

With a lean, nimble crew, we stayed light on our feet during a shoot day filled with horses, golf carts, hay bales, and dirt roads. Our lead talent? Sabrina Fratterelli - in her first commercial ever. She’s a pro rider, trainer, and all-around badass, so yeah - she nailed it. And she helped make each moment be as authentic as it is beautiful.

The project hit post-production immediately with our own Andrew Kunkle working the edit and color grade, emulating that perfect palette true to Carhartt’s roots. Our longtime friend and collaborator Ben Wong and the Dragonfly Audio Post team dialed in the sound design and mix, layering in the atmosphere and slicing in the Dylan track just right.