Digital studio <a href="http://(www.radium.com)“>Radium, Santa Monica/Dallas ((www.radium.com)) helps document one-of-a-kind Dickies wearers in a 5-spot campaign of :30s for the web and broadcast, including “Casey Gill,” “Jeff Milburn,” “George Cabrera,” “Ryan Suchanek” and “Erik Nelson.” The campaign was produced direct to client for the Williamson-Dickie Manufacturing Co., Fort Worth, TX. The documentary-style spots dive deep into the worlds of five men, including a barbershop owner, stunt driver and a tire-slinging community pillar who all wear Dickies in their everyday lives. <a href="http://(www.radium.com)“>Radium handled the editorial and finishing on the campaign dubbed, “Wear With Purpose.”
“Casey Gill” opens on a portly young man opening an old-fashioned barbershop. “You go to Main Street and do business. I feel like this is doing my part to keep that alive. Back home when I got a haircut this reminds me of the shops I used to go to when I was a kid.” Gill meticulously trims hair with a smile on his face. “People feel good when they have a good sharp haircut. You know every haircut that leaves is your business card.” The scene cuts to a shot of Gill and his friends playing various instruments. He passionately adds, “I’ve always have a love for music… both playing music and cutting hair, it’s creating what I want to create… from your heart, from your soul.” The spot closes on the super “Wear With Purpose” and the Dickies logo.
“Jeff Milburn” opens on a stunt driver fervently explaining, “I live automobiles, I work on automobiles, and I drive them for a living.” As Milburn opens his shop and prepares for the day he comments, “This shop and all its tools and equipment didn’t just happen overnight. I didn’t just go to bed one night and wake up the next morning a stunt driver.” Showing off a refurbished car used for stunts, he continues, “The coolest spot is right here. It’s about as low as you can put a camera and run through city streets.” Working tirelessly at his craft, Milburn asserts, “I knew that whatever equipment I was gonna invest my money into, I was gonna use for life. This isn’t a fad… it’s what I do.” The spot closes on the same tag and logo.
“George Cabrera” opens on the tire salesman stating proudly, “I sell tires for a living. I sling rubber.” Driving through the town of El Sereno, CA he says, “This is the hood right here,” and we see Cabrera working his trade in an oily southland garage. “I see myself as a good role model in the neighborhood. Try to be there for the kids. This is something my parents started… I don’t think tires keep me in business, the people keep me in business.” We see the man with his elderly father and then at a BBQ party held in his business’ main lot: a true pillar of the community. The spot closes on the super “Wear With Purpose” and the Dickies logo.
<a href="http://(www.radium.com)“>Radium‘s editors Quan Tran and Peter Tarter started the project with no boards and an open idea. Says Tarter, “As an editor, starting a project with a clean slate is really fun. We combed through hours of footage finding innuendos of character, and ultimately built something we thought best represented each of these very authentic individuals.” Continues Tran, “The Dickies brand is synonymous with independence and hard work. Collaborating with Mark Krauter from Dickies and director David Blood to highlight these uniquely American stories was extremely rewarding.” Adds Mark Krauter, “The campaign is organic branding on every level; not forced. These guys wear Dickies everyday in their real lives. We even went so far to score the stories based off of music from each individual’s actual iPod playlist.”
To give audiences the sense of a more intimate look into the lives of the men featured, the <a href="http://(www.radium.com)“>Radium VFX team treated all the live action footage to create an authentic, almost Super-8 look and feel to the spots.
The “Wear With Purpose” campaign also includes :30s “Ryan Suchanek” and “Erik Nelson.”
Credits
Client: Williamson-Dickie Manufacturing Company
Titles: 5 x :30s, “Casey Gill,” “Jeff Milburn,” “Ryan Suchanek,” “George Cabrera” and “Erik Nelson” (Note: To see work click spot Title)
Airdate: Currently airing
Editorial/Finishing Company: <a href="http://(www.radium.com)“>Radium, Santa Monica/Dallas
Editors: Quan Tran, Peter Tarter, Brad Wetmore
Assistant Editors: Gina Rivas, Sarah Cole
Editorial EP: Gary Banks
2D Artist: Seth Olson
Audio Artists: Frank Pittenger, Frank Salazar, Matt Pittman, TJ Callaway
VFX Artists: Jared Brower
VFX Supervisors: Kevin Althans
Co-Producers: Jennifer Brannon and Pete Herzog
Executive Producer: Gary Banks
Advertising Agency (direct to client): Williamson-Dickie Manufacturing Co., Fort Worth, TX
Creative Director: Mark Krauter
Production Company: Pretty Good Pictures, Dallas, TX
Director/DP: David Blood
EP: Michelle Draper
Music: Quack!Media, Ann Arbor, MI
About <a href="http://(www.radium.com)“>Radium
<a href="http://(www.radium.com)“>Radium is an evolving artist-driven studio that includes filmmakers, artists and designers focused on creativity and innovative solutions. We embrace a shared creative role with our clients to produce groundbreaking work. Our VFX background enables us to provide a strong technological foundation in designing original solutions for the expanding world of advertising.
The Santa Monica and Dallas studios are able to apply resources across an integrated pipeline. We are devoted to maintaining an intimate boutique environment that nourishes the creative spirit.
