KAYAK / Made in Dickies
Made in Dickies
Dickies is a century-old American workwear icon, built on durability and an authenticity that's carried it from job sites to street culture.
I pitched and won the creative direction for a campaign concept for Dickies, a brand that normally works with large international agencies, then developed three campaigns from the ground up: one partnering with Roskilde Festival, two built around up-and-coming creative movers at restaurants in Berlin and Copenhagen.
Dickies x Roskilde Festival
Every year, thousands of volunteers transform an empty field in Roskilde into one of the largest music festivals in Europe. For the Dickies brand, we turned this into a celebration of craft, resilience, and community, values at the core of the brand.
From concept development to on-site art direction, team curation, post-production, and a complete campaign toolkit, we brought the story to life across film, photography, social, print, and outdoor.
Following carpenters, stage crews, electricians, and the DIY innovators of Dream City, the campaign captured the pride and skill behind the scenes – proving that when people create together, they create something bigger than themselves.
Dickies x Baka D’ Busk
Connecting the iconic American workwear brand with Copenhagen’s hyped plant-based bistro, Baka D’ Busk, this campaign reimagined Dickies in a fresh cultural context. From concept to on-site art direction, team curation, and post-production, I 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.
Dickies x Ember Berlin
For this 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 — I built a global-ready campaign that tells a story of craft crossing industries, connecting audiences to the brand through shared values and emotion.
KAYAK / Made in Dickies