This four-color product brochure featuring Carhartt work apparel was handed out to retail fashion buyers to promote Carhartt’s fall product line. In the fashion industry, it’s known as a “look book,” but I have a feeling this particular look book was unlike the ones usually seen in the fashion industry.
Real People, Not Models
One thing that makes this product brochure unique is that it features Jack Murphy of Jack Murphy Productions, a production company that specializes in custom events and spectacular stunts. To create the brochure, we sent a photographer to shoot Murphy and his crew as they built out four separate events—from New York to Colorado—all while wearing Carhartt apparel, of course.
Unique Product Brochure
To write the content, I interviewed Murphy and his wife, Shane, over the phone. By the end of the interview, I was a big fan—this guy travels the world building sports venues and one-of-a-kind events, using his own equipment and crew. And he’s committed to quality, making him the perfect spokesperson for Carhartt.
Of course, the photography is also unique. Murphy and his crew make perfect models for Carhartt—rugged, burly, hard-working guys carrying steel beams and power tools. Definitely NOT your run-of-the-mill fashion models.
Many thanks to The Partnership and Leader Agency of Atlanta for the work, and to Sim Wong and André Nel for the great design.