Brunt
Workwear
2020
This campaign launched the new direct-to-consumer workwear brand Brunt. Created during the covid lockdowns, this was concepted, written, produced, shot and edited by just a two-person team.
The strategy: due to social distancing and limited product sample availability, we had to get creative. After in-depth research of the consumer (blue collar workers), their interests and their behavior on social media, we came up with a straight-talking campaign that introduced DTC language to a new audience in an unpretentious way. We capitalized on the visual diversity of trade jobs by using UGC and influencer content, creating a connection with the audience that corporate brands could only dream of.
Results: The first boot launch sold out within a week, and just a few years later Brunt is grossing $300M in annual revenue.
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