Dickies wanted to create a new brand manifesto and an anthem video that expressed it. The audience was a fun one because Dickies attracts a certain kind of person. It's not traditional workwear in the Carhartt sense. It's blue collar meets creative passion. The intersection between skating, lowriders, and ranching.
The idea was to write to people who wear their work on their sleeves – the people who take a good deal of pride in what they do and make. Honestly, I would have gone 60 seconds with this spot to give it a bit more room. But Mark Carter's great narration makes the 30 feel more engaging.