Objective: Refresh and refocus the narrative around the ’47 × Carhartt collaboration by capturing the “hard-working fan” mindset — those who root for their team even while grinding in their own 162-game season life. davebatesdesign.com
My role / contribution: I served as Creative Director: I defined the campaign’s core story (hard work meets fandom), oversaw the visual and narrative development, collaborated with Vagrants on concept execution, and led the production of multimedia assets (photography, print, digital) that tied the fan lifestyle to the MLB team imagery.
Key highlight / impact: The campaign translated the brand collaboration into an emotionally resonant story for fans who identify with persistence and pride, elevating the co-branded collection from a product drop into a lifestyle narrative aligned with both brands’ heritage and appeal.
From opening day in the Spring to playoffs in the Fall, baseball is always on. With 162 games a season, teams are on the field grinding it out everyday, and fans are right there with them. Cheering in the stands, watching from a bar, or listening while at work. This collection is designed for the hard working fans who carry their team pride with them even while busy grinding out their own wins.
Objective - Refresh and refocus the narrative around the '47 x Carhartt collaboration for the hard working fan.
Solution - With the help of VAGRANTS, we dove into the varied worlds of MLB fans and focused on the people who root for their team while grinding it out. By subtly tying the game announcements to the action on screen, we connect the narrative of the characters directly to the game they love.
Creative Director - Dave Bates
Photos - Courtney Ryan
