This social-first workwear campaign for Dickies showcases authentic brand storytelling rooted in the daily grit of a Central Oregon forestry supply shop. From creative direction to content production, Ampersand Studios brought the Dickies Spring campaign to life across video and stills.
Project Overview
For Dickies’ Spring Social Campaign, we captured the authentic, grounded story of Kennedy and Boe Brodhun—owners of The Shop Forestry & Supply, a Central Oregon outpost built for and by people who work within the forestry industry.
Over the course of a multi-day shoot, our team documented real-life moments from the shop floor to the forest, highlighting the rugged utility of Dickies’ products. From location scouting in Oregon’s high desert to casting and creative direction, we led a full-service production to bring this story to life—rooted in grit, purpose, and craft.
THE CHALLENGE
Dickies aimed to engage a new generation of consumers without sacrificing the brand’s heritage. The creative had to feel authentic—not overly styled—while still being visually compelling enough for modern social media platforms. Casting had to reflect real people in industry, not models. Locations and production execution needed to be both practical and creative. And the content had to be delivered on a tight timeline.
THE APPROACH
We grounded the campaign in real people doing real work. Rather than scripting moments, we documented Kennedy and Boe through a vérité-style lens—emphasizing craft, movement, and community. We prioritized early immersion in their world, spending time in their shop, understanding their business, and translating that insight into storyboards and shot lists that felt lived-in, not fabricated.
Post-production focused on delivering a variety of social-first assets: stills, cutdowns, and hero “his and hers” videos—all optimized for platform-native viewing and tailored to Dickies’ visual identity.
THE SOLUTION
We created a campaign that honored the everyday resilience of forestry professionals—highlighting the essential work, deep knowledge, and quiet grit of a vital industry. Through authentic storytelling and grounded visuals, the content reinforced Dickies’ role as the trusted uniform for those who work with their hands, bridging generational relevance while staying true to the brand’s roots.
THE IMPACT
The campaign not only strengthened Dickies’ connection with a new, purpose-driven audience—it also elevated the visibility of The Shop Forestry & Supply, helping Kennedy and Boe amplify their story and grow their small business. By showcasing their values, work ethic, and community roots, the content served a dual purpose: reinforcing Dickies’ brand ethos while providing meaningful marketing assets for a local business in pursuit of growth.
