Carhartt WIP Seasonal Highlight Campaign

Carhartt WIP – GORE-TEX Infinium

For its spring/summer 2020, Carhartt WIP launched its first ever GORE-TEX products using Infinium product technology.

Besides supporting the partnership between the W. L. Gore and Carhartt WIP, Beinghunted. was brought on board to create all launch assets.

Together with Carhartt WIP, Beinghunted. devised a storyline that showcased the functional aspects of the products and their versatility. A group of young Berliners was captured in different weather (and other) situations over the course of a full day. The narrative started in an outdoor environment and finished at night in the heart of the city.  The campaign showcases the use of a Carhartt WIP jacket with GORE-TEX Infinium product technology 

Through the storytelling, the common misconception that technical fabrics require high maintenance was to be dispersed. The assets communicate the opposite – despite the functionality, the care process is as easy as washing any “regular” piece of apparel: wash, dry, iron – go.