Carhartt, the renowned American workwear brand since 1889, has joined forces with actor and musician Luke Grimes in a new chapter of their “History In The Making” campaign. This partnership highlights the legacy of hardworking individuals who relentlessly build their futures.

?️ Celebrating Hard Work and Legacy: The campaign introduces a five-minute short film titled “Setting the Stage,” which delves into Luke Grimes’ roots in the skilled trades and how these experiences have influenced his successful career in TV, film, and music. The film is a tribute to the hard work and determination that characterize both Grimes’ life and the ethos of Carhartt.

? Insightful Narrative: “Setting the Stage” provides an intimate look at Grimes’ journey, articulated through his own words. It explores his backstory, his creative process, and the profound impact of his blue-collar background on his music and acting roles. The film not only showcases Grimes’ personal growth but also shines a light on the often-overlooked stage crews whose hard work enables his performances.

? Multi-Format Engagement: Alongside the main short film, Carhartt will release shorter edits, including 30-second, 15-second, and 6-second cuts, ensuring the campaign reaches a broad audience across various media platforms. These snippets offer glimpses into Grimes’ life, emphasizing the core message of hard work and legacy building.

Through this collaboration, Carhartt continues to champion the spirit of resilience and dedication, celebrating those who wear Carhartt not just for work but as a badge of honor in their quest to build lasting legacies.