Responses by Guesthouse.
Background: This is one of those insights you never think of until someone mentions it—there’s nothing more American than blue jeans. The big brands are icons of American culture. However, the big American denim brands make 100 percent of their jeans overseas. Apparel brand Raleigh Denim Workshop in Raleigh, North Carolina, found a way to make 100 percent American-made denim for just $100, and we wondered: Who wouldn’t think that was a good thing?
Design thinking: With the campaign launching before the 4th of July, we wanted to show in a very simple way that there’s one thing we can all agree on—American denim, made in America for a reasonable price.
Challenges: At the last minute, one of the more conservative people we had recruited for the project couldn’t make it to the factory. So, we ran around the block looking for a perfect replacement. It was a super fun moment when the woman says, “Duh,” which was her honest first response.
Favorite details: This is our first production as Guesthouse, so we’re very proud to have launched our first work from strategy to concept to production with creative director Wes Whitener shooting it alongside director of photography Alex Craig. We also love the editing; you never know what you’ll get with a setup like this, and 11 Dollar Bill and editor Matt Wade just brought so much to it.
New lessons: Raleigh Denim Workshop’s R100 pants run a little small, though we could also stand to shed a few pounds.
Time constraints: Shooting in an active factory meant we only had about half a day of actual shooting. So, we chose a really small and nimble team and just moved as quickly as possible. We had just enough time to get everything shot and then edited in time for the 4th.
Specific project demands: Raleigh Denim Workshop’s factory, store and products are amazing visually. Once we found the right angle and the amazing denim flag the founder had created, we knew we’d create something fun and different to watch.
Divergent paths: Man, if only those rotating platforms would rotate just a little faster… But there’s always something.
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