Friend of the Carpenter

Creative direction and campaign development for Carpenter's striped denim chore coat launch. The project centered on capturing the garment's craftsmanship, utility, and timeless character through a blend of still photography and motion. Drawing inspiration from heritage workwear and contemporary Americana, the visual narrative highlights texture, movement, and everyday wearability while reinforcing Carpenter's authentic brand identity.

The campaign included concept development, art direction, talent and styling oversight, and creative execution across photo and video assets for digital and social platforms.

Video shot by Brandon Chen.