For its all-new 2016 fall lineup, Carhartt wanted to give fans a new way to experience each product, while providing reporters the content they needed to tell the story of innovation behind each one.
Just like Carhartt products on the job site, we wanted this experience to work hard – but this time for reporters on deadline. This required us to think a little differently. A one-size-fits-all media kit download didn’t feel like it would give reporters the information they needed quickly enough. So instead, we delivered a mobile-responsive “toolkit” that allows every asset to be saved and shared on demand. This meant showcasing unique product attributes through beautiful full-screen video, product and lifestyle galleries, macro detail photography, animated GIFs, insider quotes, and plenty of information to help easily tell a tailored story.
For the Carhartt fan in everyone, us included, we sweated every detail, transition, and button to craft a one-of-a-kind 2016 Fall Lookbook that allowed everyone to experience the very best of Carhartt products. With stunning visuals, strategic, shareable content, and a tailor-made experience for reporters and reviewers, we created a digital experience unlike anything Carhartt has ever produced.
Here’s what Carhartt had to say: “The coolest microsite and marketing piece we’ve put out. You guys GET US. Well done.”
|Managing Director:||Dwayne Raupp|
|Creative Director:||Jordan Miller|
|Associate Creative Director:||Dan Kennedy|
|Sr. UI Designer:||Andrew Hainen|
|Technical Director:||Adam Kempa|
|Director of PMO, China Global Delivery Center Sr. Project Manager:||Amanda Harlan|
|Sr. Analyst:||Josh Angott|
Location: United States