- Wednesday, Apr. 22, 2015
Teaser For New Carhartt Generations Campaign Shortlisted for 2015 AICP Awards
Forthcoming Three-part Anthology Produced by ContagiousLA Chronicles the American Family Business.
Santa Monica, CA
Helmed by director Andrew Laurich, Carhartt “Generations” tells the stories of three different generational business throughout America in forthcoming short films. The two-minute teaser for the campaign was one of ten pieces shortlisted on Friday for the “Low Budget” category. Inspired by Carhartt’s five generations of family ownership, the piece was released for the company’s 125th anniversary, and includes music by YouTube sensation, Rob Cantor.
“We’re so proud to be a part of this inspirational campaign”, notes ContagiousLA EP Natalie Sakai. Filming took place over the summer of 2014 as the team traveled between Michigan and California, profiling a fishing family, a scrap metal business, and a cattle ranch. “At its heart, these stories are about the the resilience and fortitude it takes to keep a family business alive. 'Family' and 'business' are not often synonymous”, Sakai adds.
The project was a ground up collaboration between Laurich - who had previously directed Carhartt’s “Made by Hand” film, ContagiousLA, and the Carhartt internal creative team. The films deploy a combination of C300 and super 8mm footage to give a nostalgic, archival look. “Our goal was to make this feel like a post card to the American family,” Laurich explains, “the result was a deeply personal, and moving experience."
About Carhartt, Inc
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Deaborn, Mich., with approximately 4,900 employees worldwide, Carhartt is privately owned and managed by the descendents of the company's founder, Hamilton Carhartt. For more information, visit www.carhartt.com
ContagiousLA was founded by film and commercial producer Natalie Sakai and directors Andrew Laurich and Jeff Jenkins. The company is known for nurturing a young roster of rising talent. ContagiousLA focuses on running productions faster and more cost-effectively, without losing their creative edge. To expand on this philosophy, ContagiousLA partnered with forward-thinking veteran Tom Mooney in late 2013. www.contagiousla.com