Case Study:
Case Study: Carhartt Documentary‑Led Campaign
Overview
This project was a speculative, proof‑of‑concept campaign designed to explore how documentary storytelling can function as a credible, entertaining, and brand‑aligned marketing asset for construction brands.
Created in partnership with builders and social media creators R&R (Tom and Leo), the campaign was built around a shared appreciation for the Carhartt brand and a mutual desire to demonstrate what a people‑led, culture‑first approach could look like at campaign level.
The output was a complete suite of campaign assets — not just a single film — designed to show how this format could realistically be delivered to a brand and deployed across multiple channels.
Overview
This project was a speculative, proof‑of‑concept campaign designed to explore how documentary storytelling can function as a credible, entertaining, and brand‑aligned marketing asset for construction brands.
Created in partnership with builders and social media creators R&R (Tom and Leo), the campaign was built around a shared appreciation for the Carhartt brand and a mutual desire to demonstrate what a people‑led, culture‑first approach could look like at campaign level.
The output was a complete suite of campaign assets — not just a single film — designed to show how this format could realistically be delivered to a brand and deployed across multiple channels.
The Purpose
The aim of the project was simple:
To prove that a documentary‑led approach can cut through the noise of product‑focused, sales‑led construction marketing and build brand meaning in a more authentic way.
Rather than chasing short‑term performance metrics, the focus was on:
- Brand recognition
- Cultural relevance
- Emotional connection
- Long‑term brand equity
This film was designed to act as a reference point for future campaigns and series built using the same format.
The Purpose
The aim of the project was simple:
To prove that a documentary‑led approach can cut through the noise of product‑focused, sales‑led construction marketing and build brand meaning in a more authentic way.
Rather than chasing short‑term performance metrics, the focus was on:
- Brand recognition
- Cultural relevance
- Emotional connection
- Long‑term brand equity
This film was designed to act as a reference point for future campaigns and series built using the same format.
The Concept
The campaign centres on R&R — two builders with an established audience and a genuine affinity with the Carhartt brand.
The film introduces:
- Who they are
- What they do
- How they work
- What they value
From there, the narrative deliberately focuses on values that naturally align with Carhartt’s brand DNA:
- Longevity
- Quality
- Hard work
- Doing things properly
- Pride in craft
The goal was not to talk about the product directly, but to position R&R as credible brand avatars whose attitudes and standards subtly reinforce what Carhartt stands for.
The Concept
The campaign centres on R&R — two builders with an established audience and a genuine affinity with the Carhartt brand.
The film introduces:
- Who they are
- What they do
- How they work
- What they value
From there, the narrative deliberately focuses on values that naturally align with Carhartt’s brand DNA:
- Longevity
- Quality
- Hard work
- Doing things properly
- Pride in craft
The goal was not to talk about the product directly, but to position R&R as credible brand avatars whose attitudes and standards subtly reinforce what Carhartt stands for.
A Values‑Led Narrative
Interview audio forms the backbone of the film, providing context, personality, and perspective.
Rather than scripted lines or direct product messaging, the interviews were designed to surface genuine beliefs about work, quality, and longevity. In post‑production, this dialogue was carefully curated to shape a story that naturally mirrors the Carhartt brand — without forcing the connection.
The story always leads. The brand earns relevance through alignment.
A Values‑Led Narrative
Interview audio forms the backbone of the film, providing context, personality, and perspective.
Rather than scripted lines or direct product messaging, the interviews were designed to surface genuine beliefs about work, quality, and longevity. In post‑production, this dialogue was carefully curated to shape a story that naturally mirrors the Carhartt brand — without forcing the connection.
The story always leads. The brand earns relevance through alignment.
The Production
The campaign was produced over two days on location.
Day one focused on interviews and lifestyle moments. This included a social element in the evening — a pizza night with beers, friends, and family — where Carhartt clothing appeared organically throughout the environment.
Day two centred on construction activity and atmosphere, capturing:
- Real working conditions
- Travel in the van
- Tom’s motorbike
- Observational, cinematic B‑roll
The aim was to gather a rich mix of footage that felt honest, lived‑in, and cinematic — providing visual depth to support the interview‑led narrative.
Deliverables
From the production, we created a full campaign suite:
- 1× hero documentary film (approx. 3 minutes)
- 7× short‑form social films (landscape and vertical)
- A series of documentary‑style still images
Each asset was edited with intent, allowing different elements of the story — culture, work ethic, atmosphere, and product presence — to be highlighted independently across platforms.
The Production
The campaign was produced over two days on location.
Day one focused on interviews and lifestyle moments. This included a social element in the evening — a pizza night with beers, friends, and family — where Carhartt clothing appeared organically throughout the environment.
Day two centred on construction activity and atmosphere, capturing:
- Real working conditions
- Travel in the van
- Tom’s motorbike
- Observational, cinematic B‑roll
The aim was to gather a rich mix of footage that felt honest, lived‑in, and cinematic — providing visual depth to support the interview‑led narrative.
Deliverables
From the production, we created a full campaign suite:
- 1× hero documentary film (approx. 3 minutes)
- 7× short‑form social films (landscape and vertical)
- A series of documentary‑style still images
Each asset was edited with intent, allowing different elements of the story — culture, work ethic, atmosphere, and product presence — to be highlighted independently across platforms.
Why This Matters
Construction audiences are
increasingly desensitised to
polished, product‑heavy content.
This format works because it:
– Prioritises people over product –
– Feels credible and earned –
– Holds attention longer than traditional ads –
– Positions the brand through values, not claims –
Rather than telling the audience what to think, the film shows them who the brand is for.
The Outcome
The finished campaign stands as a clear proof of concept for documentary‑led brand marketing in construction.
It demonstrates how a single production can deliver:
- A hero brand film
- Social‑first campaign content
- A foundation for a repeatable series
Most importantly, it shows how storytelling, when done with intent, can move a brand beyond product messaging and into culture, credibility, and recognition.
Looking Ahead
This project was designed as the starting point, not the end result.
The same approach can be applied across different individuals, environments, and use‑cases — allowing brands to build a recognisable, values‑led content property over time.
This case study represents how Dissident approaches that challenge: strategically, creatively, and with purpose.
The Outcome
The finished campaign stands as a clear proof of concept for documentary‑led brand marketing in construction.
It demonstrates how a single production can deliver:
- A hero brand film
- Social‑first campaign content
- A foundation for a repeatable series
Most importantly, it shows how storytelling, when done with intent, can move a brand beyond product messaging and into culture, credibility, and recognition.
Looking Ahead
This project was designed as the starting point, not the end result.
The same approach can be applied across different individuals, environments, and use‑cases — allowing brands to build a recognisable, values‑led content property over time.
This case study represents how Dissident approaches that challenge: strategically, creatively, and with purpose.
