Dickies | jmullin

THE DAY IS WHAT YOU MAKE IT

NEW BIZ PITCH

2019

We knew that to distinguish Dickies among its competitors, we needed to get away from the technical messaging and tap into the emotional truths about the makers who embody the brand.

Whether it’s under the soft glow of a lamp in the dead of night or surrounded by the early morning mist of the rising sun, the Inspired Makers continue to press on. Because when they've reached their flow state and there’s still a job to be done, the theoretical construct of time falls away.

So, what if it’s late/or insanely early? Their's is not the typical 40-hour work week, driven by an uninspired 9-5. They're fueled by passion, unchecked by time, and nothing stops them from pursuing progress.

TV/SOCIAL SCRIPTS & STORYBOARDS

:30 SPOT – "MOMENTS TO SHINE"

:15 SPOT – "LIGHTS ON NURSE"

Spot opens on CLOSE UP of an MAN’s hand, busy drawing with charcoal on paper. The camera slowly pulls back to reveal his studio. The room is shadowed, barely dusted in the waning light of the evening sun.

SFX: Soft ticking of a clock

He pauses work to look up towards the window, immediately noticing the disappearing light and without hesitation, turns on a table lamp

SFX: CLICK

The next scenes happen in quick succession:

JUMP CUT to an older MAN’s hand, covered in soot, turning on a headlamp.

SFX: CLICK

JUMP CUT to a NURSE switching on the light of a machine. Dickies’ logo beams on her scrubs.

SFX: CLICK

JUMP cut to GIRL’s hand pulling up tensely on a power box lever at a skate park.

SFX: CLICK. Distinct whir of light coming to life.

Fast-forward to quick CUTS of different hands turning on different light fixtures, in different scenarios.

SFX: CLICK CLICK CLICK CLICK CLICK. Growing in pace and volume until the CLICKs erupt into a cacophonous symphony of sounds.

MUSIC begins

CUT back to the original MAN fervently drawing in the glow of the lamp light, the Dickies logo on his 1922 button down now in plain view in the dull shine.

Camera begins to PAN out of her window into the dusk. We see a building, and then a street, and then a city ablaze with light as new lights keep turning on from different windows, shops, spaces—a village of Inspired Makers.

SUPER: DICKIES: THE DAY IS WHAT YOU MAKE IT

:06 SPOT – "LIGHTS ON MAKER"

Soft, instrumental music

Female NURSE hurries into a hospital NICU, dimly lit by computer screens and whirring machines. She turns on a light over an incubator to reveal a tiny baby in clear distress, silently wailing.

SFX: CLICK

CUT to see NURSE holding up the small child to her chest and rocking him back and forth instinctively, her stethoscope traveling the tiny curves of is back . The Dickies logo on her scrubs moves with her, glinting in the glow of the boy’s first bed. As his body calms, her face lights up in a smile.

SUPER: THE DAY IS WHAT YOU MAKE IT

:06 SPOT – "LIGHTS ON DICKIES"

OVERHEAD shot of a YOUNG MAN on a creeper seat, partially under a vintage hot rod. He wipes the sweat that’s gathered along his unruly mustache, leaving a sooty mark, and reaches for his headlamp.

SFX: CLICK

The logo of his Dickies coverall beams as he pushes beneath the car. The light pours out from beneath the hot rod.

SUPER: THE DAY IS WHAT YOU MAKE IT

Open on CLOSE-UP of shadowed wall inside a shed where a Dickies sign (turned off) hangs alongside woodworking tools and other knick knacks.

YOUNG WOMAN wearing Dickies Eisenhower jacket walks into frame and pulls switch on Dickies sign.

SFX: CLICK, BUZZ 

Light illuminating from sign fills scene as YOUNG WOMAN walks out of frame.

SUPER (below sign): THE DAY IS WHAT YOU MAKE IT

:30 RADIO SCRIPT

SFX: Crickets chirping lightly, rustling leaves

Sounds of nature at rest are suddenly interrupted by the familiar whir of a tractor going over course grass

SFX: Gurgle of machine, which softens as it moves into the distance and VO begins

VO: This morning, like every morning, he got of bed to turn on the light…

SFX: Click

VO: He slipped on his pair of Dickie’s 874 pants and a clean undershirt, and was out on the field before the sun even had a chance to yawn.

SFX: Tractor comes back into earshot as it turns in the field

VO: His friends say he should take a break every once in a while. He says:

MAN: This is my break.

VO: Dickies. The Day is What You Make It

BANNER DISPLAY AD

Interactive banner ads showcase different types and styles of our Inspired Makers clicking on their lights, signaling they’ve found their flow.

EXPERIENTIAL PARTNERSHIP

Dickies will host extended after-hours at WeWork spaces across the country

STYLE GUIDE

AGENCY: The Marketing Arm

ROLE: Art Director

CW: Mary Adams Bode

CD: Will Clarke + Whitney Hill