Dickies 247 brand campaign and strategy

Ask

Build a brand platform for Dickies to launch the 247 pant, a flexible system for local markets and retail partners to create regionally relevant content.

Service

Community was central: makers, skaters, musicians, and creators shaped the campaign on and off camera. The toolkit spanned film, photography, social, and retail assets — all authentic, unstaged, and rooted in lived culture. Repositioning Dickies for a new generation by moving away from staged, product-first campaigns. Show how Dickies lives in the real world — worn morning to night, in work and play — and to establish ‘247’ as an idea, not just a pair of pants.

Services: Strategy, Creative, Talent, Production