The latest Carhartt WIP SS24 campaign has presented it self like an uninterrupted program mixing both moving images and vividly colored stills. Some sequences reminiscent of archival CCTV footage in their blue and greenish hues, while others evoke the monochrome pages of hand stapled punk zines. These are juxtaposed with scenes that straddle early hip hop videos and high-end studio recordings that feature elaborate 360-degree shots.
Conceptualized and composed by art director Tim Kottmann, the SS24 campaign speaks to an overarching narrative despite it's fragmented design, meditating on the loss of quality that comes with the relentless circulation of ripped and remixed data. Yet, at the same time, exploring how new layers of meaning can be added, when an image is situated in a new context.
The campaign seeks out incoherent interpretations, fractured and flexible temporalities, whirled up in a flow of information. It is about processing problems, alienation and appropriation; displacement activities, nervous zapping and technical breakdowns.
Check out the campaign teaser below:
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