Dickies x
Lurking Class
Campaign
Creative Direction
Art Direction
Dickies is an American heritage brand committed to the blue collar worker that has been continually rediscovered and adopted over the years by communities around the globe. Its enthusiastic embrace by skateboarding, music, art and streetwear subcultures made it a perfect fit for a Lurking Class collaboration while also offering a uniquely clear creative objective - unify Dickies authentic heritage and the subversive tone of the Lurking Class community without diminishing either.
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The solution was to create a Dickies “Maker Story” seen through a Lurking Class lens. A “Good Times, Bad Friends” paint crew, led by Sketchy Tank, rolls out of a hearse and gets to work on a large-scale mural featuring his art. After securing the wall, we painted the mural and documented its creation, along with key product looks, all in a single day.
This single production yielded enough content for a successful, highly engaged, multi-channel rollout through both Dickies and Lurking Class email, e-commerce, and organic social channels. We teased the release with tightly shot images featuring the embroidered detail of the Lurker perched over the Dickies woven label, more than insinuating that the collaboration was real, without revealing the extent of the product drop. The live drop was announced with a 1 minute edit of the mural creation (music created by Sketchy Tank) and followed up with hero product images featuring a handful of key looks from the collaboration.