Every Classic Needs an Evolution.

My Idea: As the Copywriter for this Spec Ad, I rewrote an awareness campaign for a lifestyle and apparel brand that, Dickies, and promote the launch of their Pro Series Collection. My focus was showcasing a different approach to Dickies and their evolved look on their classic workwear — The Pro Series 874™ Work Pants — that needs the of todays worker. I was able to accomplish the copy through leveraging OOH and social media to deliver a clear and engaging message.

The Tone: I wanted the tone to show the words durable, honest, and unfinished in the best way. This campaign came with the idea that we’re all always working and evolving. So, I wanted to the tone to lean into the poetic potential of “work” as both a noun and a verb.