ROLE
Art Direction / Production

SCOPE
In-Store Print / Digital

THE CHALLENGE
Extend the Carhartt x '47 partnership into its second iteration — maintaining visual continuity with the MLB campaign while tailoring the creative to resonate with a hockey fan audience.

THE APPROACH
I created a cohesive multi-channel campaign that rolled out across major league stadiums and retail partners. The creative needed to feel like a natural extension of the MLB work without being a copy of it, adapting the tone and imagery to connect with NHL fans while reinforcing the collaboration as one of '47's flagship partnerships.