Uploaded May 2021 | Updated September 2026, 10 minutes ago
Carhartt WIP Summer 2021 Campaign: Far South
For its Summer 21 campaign, Carhartt WIP heads south in search of sun. Set against a backdrop of old towns and countryside roads in post-industrial pockets of France, the campaign film is comprised of a series of short vignettes that swing between meditative and absurd, as three friends in a beat-up old car embark on a road trip with no destination in particular, other than an escape from restless summertime boredom.
Slow in pace and without dialogue, its long, static shots allow the landscape and a series of non-places to act as the key aesthetic markers of the film, untethered to any one specific place or region. Its effect is to capture not so much a narrative, but a feeling, of boundless teenage energy puncturing the tranquility of its sleepy surroundings, and of seemingly trivial moments rendered significant with time.
The campaign is lensed by Joaquim Bayle and Sylvain Sey, who first met while working at Carhartt WIP’s store in Lille, France, before going on to establish themselves in Paris as a filmmaker and photographer respectively. The clothes, meanwhile, are taken from the Carhartt WIP S/S21 men’s and women’s collections, and subtly complement the blue waters and dusty roads of Bayle and Sey’s imagery.
Credits:
Carhartt WIP Summer ’21 Campaign
Written and directed by Joaquim Bayle @joaquimbayle & Sylvain Sey @sylvain_sey
Starring Nariman Bencherifa @naribnc, Maxime Combes @maximcmbs, Sofiane Bennacer @sofianebennacerofficiel
Produced by Antoine Watine @antoinewatine
Production : Miles @miles.films
Casting directors : Sarah Bouzi @khalti_rnd & Johanna Makabi @makabism
DOP : Angelo Marques @marquesangelo
Photo assistant : Axell Katomba @axellagrume
1st camera assistant : Adrian Bernard @adrianbernard_ac
2nd camera assistant : Jorys Flory @jorysflory
Location manager : Pascal Bonnefois
Location manager assistant : Benjamin Guilloton
Location manager assistant : Nancy Ferri
Sound engineer : Mathias Scherrer
Stylist : Aya Takeshima @aya_takeshima
Makeup & hair artist : Zaza Burriasco
Editor : Sarah Ceravolo @sarahcrvl
Composer & sound designer : Antoine Boucherika @lifepassfilter
Audio mix : Next Sound Lab @nextsoundlab
Colorist : Eudes Quittelier @eudesquittelier
Photo editor : Florian Debray @florian_debray
BTS director : Robin Watine @robinwatine
Special thanks : Kafard Films @kafardfilms, La Manade Laurent @manade_laurent_officiel_, Olivier Watine, Committ Films @committ_films, Exotica @exoti.c.a, Alix @alloalix, Eliott Brunet, Kraft
More from Carhartt WIP
Official website: carhartt-wip.com
Instagram: instagram.com/carharttwip
Monthly Podcast: lnk.to/RelevantParties
Carhartt WIP Summer 2021 Campaign: Far South
For its Summer 21 campaign, Carhartt WIP heads south in search of sun. Set against a backdrop of old towns and countryside roads in post-industrial pockets of France, the campaign film is comprised of a series of short vignettes that swing between meditative and absurd, as three friends in a beat-up old car embark on a road trip with no destination in particular, other than an escape from restless summertime boredom.
Slow in pace and without dialogue, its long, static shots allow the landscape and a series of non-places to act as the key aesthetic markers of the film, untethered to any one specific place or region. Its effect is to capture not so much a narrative, but a feeling, of boundless teenage energy puncturing the tranquility of its sleepy surroundings, and of seemingly trivial moments rendered significant with time.
The campaign is lensed by Joaquim Bayle and Sylvain Sey, who first met while working at Carhartt WIP’s store in Lille, France, before going on to establish themselves in Paris as a filmmaker and photographer respectively. The clothes, meanwhile, are taken from the Carhartt WIP S/S21 men’s and women’s collections, and subtly complement the blue waters and dusty roads of Bayle and Sey’s imagery.
Credits:
Carhartt WIP Summer ’21 Campaign
Written and directed by Joaquim Bayle @joaquimbayle & Sylvain Sey @sylvain_sey
Starring Nariman Bencherifa @naribnc, Maxime Combes @maximcmbs, Sofiane Bennacer @sofianebennacerofficiel
Produced by Antoine Watine @antoinewatine
Production : Miles @miles.films
Casting directors : Sarah Bouzi @khalti_rnd & Johanna Makabi @makabism
DOP : Angelo Marques @marquesangelo
Photo assistant : Axell Katomba @axellagrume
1st camera assistant : Adrian Bernard @adrianbernard_ac
2nd camera assistant : Jorys Flory @jorysflory
Location manager : Pascal Bonnefois
Location manager assistant : Benjamin Guilloton
Location manager assistant : Nancy Ferri
Sound engineer : Mathias Scherrer
Stylist : Aya Takeshima @aya_takeshima
Makeup & hair artist : Zaza Burriasco
Editor : Sarah Ceravolo @sarahcrvl
Composer & sound designer : Antoine Boucherika @lifepassfilter
Audio mix : Next Sound Lab @nextsoundlab
Colorist : Eudes Quittelier @eudesquittelier
Photo editor : Florian Debray @florian_debray
BTS director : Robin Watine @robinwatine
Special thanks : Kafard Films @kafardfilms, La Manade Laurent @manade_laurent_officiel_, Olivier Watine, Committ Films @committ_films, Exotica @exoti.c.a, Alix @alloalix, Eliott Brunet, Kraft
More from Carhartt WIP
Official website: carhartt-wip.com
Instagram: instagram.com/carharttwip
Monthly Podcast: lnk.to/RelevantParties
