Art Direction • Design • Project Management • Music

For the Dunlop in-house art team, this project was a true labor of love. Our usual daily workload mainly involves maintaining our family of brands and managing design continuity across product lines. This collaboration, on the other hand, was conceived and executed by the art team- from the initial cold call to Pendleton suggesting the partnership, to the photo/video shoot, all the way through to performing and recording the soundtrack (I wrote, recorded, and played all instruments). We regarded it as a chance to do something fresh, relevant and personally important to us all, so our tiny crew and shoestring budget wasn't going to hold us back- we arranged a photo shoot with a couple of local working musicians we knew and headed to the country. All wardrobe, locations, and props were either borrowed or contributed by the team- from the vintage Martin guitars to the classic Datsun roadster. We feel like the final campaign assets communicate our fondness for these two quintessentially American brands, which between them share 200 years of family-owned, USA-made heritage.