Craft Meets Culture

For Dickies’ Fall 24 campaign, we placed the brand in an unexpected yet authentic setting, teaming up with Chef Tobias Beck and the Ember Berlin crew. Their raw, open-fire cooking style became a metaphor for Dickies’ core values of grit, craft, and authenticity. Leading the process end-to-end — from concept and creative direction to assembling the right team, on-site art direction, and post-production — we built a global-ready campaign that tells a story of craft crossing industries, connecting audiences to the brand through shared values and emotion.