Made The Hard Way
There are those who take the easy road. And those who build it.
Never has it been easier to take the easy way out. To kick off our shoes, sit back, and let someone else do the hard work. We live in the era of the short cut. The quick fix. The easy win.
But there are still those who choose effort over ease. Who know shortcuts rarely lead to places worth going. And that nothing worth a damn exists until someone gives a damn.
That's who Red Wing makes for. Those who believe that if you do something, you do it right.
No matter what.
Made with the good people at Wieden+Kennedy NY.
Billboards Made The Hard Way
By hand. 18' x 40' wood. Installed by: Chris, Nate, Migual, Mike, and Dustin.
Leather Billboard: The Making Of
Wood Billboard: The Making Of
Boot Drops The Hard Way
Subverting sneaker drop culture for those who earn it. Red Wing boots are made for people who aren't afraid of a hard day's work. So, we made Red Wing shoe boxes out of concrete, steel, and rebar. Secure enough that only those with the skills and work ethic could earn them. Truly, the world’s hardest to get boots. Those willing and able to accomplish the challenge earned the ultimate reward: free Red Wings, for life.
Content Made The Hard Way
All shot on 35mm and 16mm film by Leo Aguirre. All shot with real workers.
Role: Head of Brand + Creative at Red Wing
Team: Wieden + Kennedy NY (Marques Gartrell, Brandon Henderson, Andrew Raine, Sean Johnson, Lauren Acampora, Graham Bartal, Jackson Wald, Mayra Yaji, CK, Dev, and many others), Ani Djaferian and the team at Red Wing.
Directed and shot by: Leo Aguirre at Park Pictures / DP: Danyal Khan Niazi
Billboard videos: Dallas Currie