Reframing a Century-old Icon for a New Cultural Audience

Connecting the iconic American workwear brand with Copenhagen’s hyped plant-based bistro, Baka D’ Busk, the Spring ‘24 campaign reimagined Dickies in a fresh cultural context. From concept to on-site art direction, team curation, and post-production, we created film, photography, social, and in-store touchpoints that told authentic stories of the people, the energy, and the DIY spirit shared by both the restaurant and the brand.