Carhartt WIP SS24

Concept

Work in Process for Carhartt WIP S/S24 in New York featuring artists Carlos Lara, Bradley Ogbonna, and Pauline Camille.

Ideated this concept because in a world driven by the appearance of success, we too often forget the beautiful importance of process and diligence. Thank you to the artists who welcomed us into their inner world and the artists who made up our crew.

Filmed on Kodak 16mm. Gratitude to Damara Pratt for co-directing with me and Małgorzata Rabczuk for the always-beyond-stunning work as Director of Photography.

Who is Carhartt WIP?

Carhartt made their name by providing work garments for heavy industry. We’re talking molten steel, chainsaws, railroad spikes, arc welders type of heavy industry. The rugged durability and simple, utilitarian aesthetic made Carhartt a hit beyond the world of hard hats and lunch pails.

The Carhartt WIP label takes the traditional Carhartt approach to construction and form, and applies it to a range of fashion-oriented garments and accessories, incorporating European-inspired designs with long-standing, renowned styles. Although the tailoring may have downtown in mind, Carhartt WIP's quality remains pure job site.

Creative Direction

Carhartt pioneered workwear in the United States, a legacy that Carhartt Work In Progress elevates with refined designed and elevated quality. This campaign relates this trailblazing spirit, as well as the support Carhartt WIP has demonstrated since its inception for upcoming artists.

By expanding the definition of work to include the labor of creativity, Carhartt WIP is visually imparted as an essential companion and champion to the artistic journey—as the works of art, as well as the artists themselves, engage in the process of becoming. In life as in art. It’s all a Work in Process.

Film Statement

We wanted to address a more tactile world. Our digital world today is too-often driven by creative productivity, in which a work of art becomes a product, the artist is its producer, and the word creative more noun than verb.

In this landscape, we’re personally invested in elevating the artistic process. We see a clear resonance of vision with Carhartt Work in Progress’s demonstrated history of supporting artists and their work. We believe the better we uphold the artists among us, the better we all live.

Assets Delivered

Video - We delivered one edit with all talent with 16:9, 9:16 and 1:1 aspect ratios so the client can pick and choose where they want the spots to be shared, be it their website, blog, TikTok or Meta.

Photo - we also had someone on location that was able to capture stills for the Carhartt WIP blog and social media accounts.

Apotheke FW23

Concept

Wanting to change the narrative of Apotheke's visual narrative and showcase the family it takes to create their products. We wanted to show and celebrate the team who create their beautiful work.

Who is Apotheke?

What began in 2011 as a personal exploration of scent formulation and soapmaking in the Brooklyn, New York, kitchen of founder Chrissy Fichtl, has grown into a widely recognized and beloved luxury lifestyle fragrance brand. True to its Brooklyn roots and contemporary ethos, Apotheke believes that simplicity is the ultimate expression of luxury.

Appreciate and celebrate life's simplest yet most special moments everyday with Apotheke's ever-expanding collection of home and personal fragrances and products.

Creative Direction

Focusing on hands and details of the creators at Apotheke's Brooklyn showroom and factory we wanted to show macro shots of the movement and beauty of the products being created.

We wanted to show the intricacy's of these products being created and how much attention to detail each one takes.

The idea to celebrate the incredible victorian building that their products was also very important for us to capture.

Film Statement

Rather than just use talking heads we wanted to show details and celebrate this. The unearthing of this other side of Apotheke is a celebration of it's community that works for them.

We were guided by two simple truths:

1. No spot is going to inspire anyone to buy a candle.

2. People already have a lot of options for home goods how could we show a unique side of Apotheke?

We wanted to change the lives of those who already wanted to accent their homes with an honest message.

Assets Delivered

Video - We delivered one edit with all the Apotheke team with 16:9, 9:16 and 1:1 aspect ratios so the client can pick and choose where they want the spots to be shared, be it their website, blog, TikTok or Meta.

Ergatta SS24

Concept

Ergatta is a game-based connected rowing machine designed for your living room. We were tapped for the third consecutive year to ideate, produce and edit a spot for Ergatta. A large request it to show the Ergatta rower in a home that is aspirational, something that would be featured in Architectural Digest. The Ergatta rower itself it something that you would find in a home in AD, so finding a location to show the sleekness of the machine is always priority.

Who is Ergatta?

DESIGNED FOR THE HOME FIRST

Ergatta is based in New Yorker. Ergatta know not everyone has the space for a separate home gym. Ergatta's product needed to look at home in the living room.

A SMART, EFFICIENT WORKOUT

Like many busy people, Ergatta wanted a quick option for a full-body workout, which led them straight to rowing.

Game based content experience.

Ergatta's content needed to be highly interactive and engaging. Most importantly, the team wanted to capture the magic of a competitive sport or game to make people actually want to do it.

Creative Process

Finding a location that inspired the Ergatta team was first and foremost. We conducted two rounds of locations and then scouted two locations. One thing that is always crucial is that we find a location that is diverse enough to try and create three different locations.

After we were set on a location we then presented three rounds of casting. We caste four talent one difficulty is always finding models who have a good rowing form.

We then developed a shot list with some key areas Ergatta wanted to capture this year.

Assets Delivered

Video - Five different edits from with a combination talent and setups in the location. We always deliver 16:9, 9:16 and 1:1 aspect ratios so the client can pick and choose where they want the spots to be shared, be it their website or TikTok or Meta.

Photo - we also had someone on location that was able to capture stills for the Ergatta blog and social media accounts.

Ophelia FW23

Concept

By taking the viewer through a close, lived-in experience of the daily lives of three different Ophelia patients alongside the boldly direct use of the words

HEROIN, FENTANYL, and OXYCODONE, we are executing three effects:

1. We are drawing in our target audience to imagine more stable lives.

2. We are offering credible hope to their loved ones—without sugarcoating.

3. We are disrupting the stigma of addiction, continued in media by scare tactics and blaming, and shifting the overarching narrative.

Who is Ophelia?

"Treatment isn’t one size fits all"

Ophelia's mission is to provide the best opioid addiction treatment without the baggage of rehab. Ophelia are driven by science and committed to privacy. Above all, they believe in recommendations, not orders.

“I started Ophelia with the mission of making evidence-based addiction treatment universally accessible. Let’s make it easier to choose doctors than drug dealers.” Zack Gray Co-Founder & CEO.

Creative Direction

In our research, we came to understand how outdated and isolating the dominant narrative around opioid addiction really is. And ultimately, it is costing lives. This concept is our response. Instead of distancing the viewer from the issue, we are visually urging them to put themselves in the shoes of someone in recovery.

We believe that this will give those seeking treatment the essential ability to imagine a better future—a necessary element for change. And we believe that those who have bought the stigma around addiction will have their misconceptions disrupted, and be better prepared to serve those in their community who struggle with opioid dependency.

And considering rising overdoses every year, this could change everything.

Film Statement

Rather than use common scare tactics and pile even more stigma onto our audience, we are guided by two simple truths:

1. No spot is going to inspire anyone to get treatment.

2. People already know the risks of addiction—and they’re already overwhelmed.

We wanted to change the lives of those who already want treatment with an honest message, experienced through intimate daily life:

The proven solution to opioid addiction is more accessible and flexible than you think. And it’s not too good to be true.

Assets Delivered

Video - We delivered one edit with all talent with 16:9, 9:16 and 1:1 aspect ratios so Ophelia can pick and choose where they want the spots to be shared, be it their website, blog, TikTok or Meta.

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Austin Charles Williams

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