Carhartt is known for the durability and ruggedness of its product. We wanted to tell a softer and more human side of the story involving their beloved product.

When I first met Ramontay (featured on the spot), he told me about two things he loved growing up - playing football and caring for horses. He played football at Arizona State, no longer involved with the sports. He’s entirely focused on working with horses.


His deep connection with his horse “Straus” and dedication to healing the horse’s injured leg provide life lessons that he can apply in his life. The spot is narrated by his father, who taught him the craft and grit of being a cowboy. 

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