Oxen Workwear is a Brooklyn-based company that designs work pants. Their creations combine the utility of traditional work pants (a la Carhartt or Dickies) and tailor them for a better, more stylish fit. Not carried currently in stores, they needed to create awareness for the website to start selling locally and generate buzz to gain more national appeal. We concepted, wrote, directed, designed, shot and programmed a campaign that targeted the artisan community and showed off the pants as authentic, durable, and ultimately... cool. Shown here is our multimedia campaign: “The Artisan Series”. Tagline: Pants that work.