A conceptual campaign exploring Dickies' core promise: workwear that moves with you, built for real life.
This series captures two brothers with authentic moments of tension and connection—celebrating the durability and flexibility of Dickies' signature workwear.
Art Direction 🔗 Styling
We had two goals with this photoshoot: Build brand awareness, shift brand perspective into editorial moment, creating a moment to see Dickies to be seen in more than a structured wardrobe. Build brand awareness amount black millennials ages, 25-38. Primary Target: Black Males who see Dickies as a brand their fathers and grand fathers wore to work.
Credits: Creative Direction & Photography - Daijohn | Art Direction & Styling - Fits All Agency | Models - Tevin and Ahmad
While Dickies has always prioritized function, this work marries functionality with emotional storytelling to reach an audience the brand hasn't fully engaged. The goal was to disrupt expectations - Dickies' campaigns are often predictable, but this shoot aims to turn heads and demand attention. It's about breaking the mold just enough to spark curiosity and illuminate a demographic that's been overlooked. Sometimes the best way to honor heritage is to push it somewhere unexpected.