Team Detroit needed a turnkey partner for this highly integrated campaign for Carhartt. The iconic apparel brand had been pushing the envelope in terms of interactive marketing but had yet to test the waters in terms of broadcast advertising. Best in class production, motion design, and interactive development was a must for this award-winning 360 experience.



Picnic stepped to the drawing table early and prepared. Initial concepts focused in on a :30 TV script and a mission to put the user in the middle of the action. A starling campfire seen complete with strumming guitar, roasting marshmallows, and a sudden wolf attack! This experience was determined to stop your heart and make you laugh all at the same time.

The Picnic interactive team leveraged HD footage shot by their production crew on location. Campfire overlays were extracted and composited to create an ultra-real parallax video environment. A similar technique was used to create the campaigns tug-of-war game, an exciting call-to-action featured in rich media placements. The eye wonder ad-units alone leveraged 85% of the sites functionality – featuring streaming video, a sweepstakes entry, product demos, user testimonials and more.

Picnic was proud to help team Detroit and Carhartt take The D-Show’s top honor for integrated campaign. Take a click-thru the woods @ getcarhartt.picnicnewmedia.com.

  • Strategy
  • UX Design
  • Programming
  • OLA




Team Detroit—Pulse



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