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Carhartt – 8 Second Ride

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Carhartt, America’s premium workwear brand, has launched this soulful spot, creatively directed by Kiku Ohe, spotlighting the unparalleled grit and determination of rodeo rider Derion Chavis.

Through golden sunlit vignettes, the soulful creative, titled 8 Second Ride, stands testament to the values of the hardworking individuals who wear Carhartt products, while capturing the raw intensity and exhilaration of professional rodeo. 

"The creative vision behind this campaign was to authentically portray the inner toughness, strength, and character that embody the true spirit of Carhartt. It's the spirit of no-nonsense, hard-working America that embraces all challenges without ever backing down, no matter how much life kicks at them." Kiku Ohe

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