Too many ads, not enough stories? Carhartt WIP’s Fall/Winter 2019 Campaign seeks to soothe the sense of disappointment we have all felt when flipping through a hefty magazine.
Shot by Paris-based photographer Maciek Pogoza, the series of pictures is inspired by seven micro-stories, taken from the everyday lives of the anonymous protagonists featured. These flash-fiction narratives also form a part of the final print ads. Staged and lit like a classic movie still, each accompanying story is only a few lines long – just enough to give a telling glimpse of each moment.
Pogoza, a frequent Carhartt WIP collaborator, applies his signature analogue style to each of these images, resulting in a distinct tone and color palette for each scene. These are combined with a layout that references classic print ads from the 1960s and 70s, which would typically be filled with by blatant sales copy or product descriptions. Instead, this F/W19 campaign spins tales of departures, strange dreams, and potential asteroid impacts.
Photographer: Maciek Pogoza @maciekpozoga
Text: Anna Sinofzik @marshallmcdonalds
Creative Direction: Tim Kottmann @zeekndestroy
Brand Direction: Wilfried Atzert @wilfried_atzert
Styling: Dan Sablon @dfsablon
Set Design: Emilia Margulies @emilia.margulies
Hair & Makeup: Helena Narra @helenanarra
Production: Walandi Apoussidis @walandi.a