The ultimate road trip.
1500 miles round trip. 30 days on the road filming craftsmen & makers in their element.
One motel & one restaurant within 50 miles. Oh. And a meat smoker that burned the brisket.

copenhagen, moonlight makers

Copenhagen Moonlight Makers artisan at work
the brief
Rugged craftsmanship. Radical authenticity.
Real men, real pursuits, real places.
Two campaigns to capture the passion and intensity of their craft. No actors, nothing slick. Honor the tradition, the intensity, the precision.
the approach
Cast candidates needed the craft, the look, and a shootable location.
Nothing faked. Shoot timed to hit peak fall foliage.
Rugged landscape road trip location
Copenhagen campaign hero shot
30-person crew traversing the northern midwest. Rural locations. No production infrastructure.
the deliverables
Craftsman hands detail close-up
the result
Six films. A full library of stills across two campaigns.
The campaign anchored the brand's highest growth year.
Road trip location wide shot

Found the craftsmen & locations. Found the brisket. On Super Bowl Sunday.

Integrated Still & Motion  |  Michigan, Illinois, Minnesota, Wisconsin  |  Leo Burnett  |  Sandro
all work