Carhartt digs into Luke Grimes’ life, from blue-collar worker to entertainment superstar

Carhartt is peeling back the curtain into the life of “Yellowstone” star turned country music artist Luke Grimes in a campaign that shows how he applies hard work to his creativity. Launched on Wednesday (April 24), “Setting the Stage” features a five-minute short film that tells the story of how Grimes’ working-class roots in Ohio helped him apply his work ethic and pride into a life of TV, film and music. The latest iteration of Carhartt’s “History in the Making” campaign, the film provides a look into how Grimes crafts his songs, rehearses for performances and does day-to-day work on his ranch taking inspiration from his days in the skilled trades as a blue-collar worker. The film, which will also be cut into 30-second, 15-second and 6-second versions, also pays tribute to the stage crews that help his performances come together. The documentary-style film, created by Anomaly Content and Entertainment and Stept Studios, provides an interesting glimpse into the star’s humble roots and lifestyle, and his morals of hard work that fit with Carhartt’s mission of creating durable gear for folks looking to “get the job done” since 1889. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for," said Grimes in a statement. "I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do. Those kinds of things are important to me." From a concrete worker in the Midwest to a successful career in acting (including a leading role in “Yellowstone”) and country music (with a self-titled debut country album), Grimes embodies the spirit of hard work, said Susan Hennike, chief brand officer at Carhartt. Carhartt will evolve its partnership with Grimes throughout the year, with more creative to show glimpses into his life. “Like Carhartt, Luke exemplifies the type of roll-up-your-sleeves attitude and work ethic that has defined us and our consumers for 135 years,” said Hennike in a statement. “Together, we look forward to inspiring hardworking people everywhere to feel confident that they too can build a lasting legacy that transcends generations.”

Carhartt digs into Luke Grimes’ life, from blue-collar worker to entertainment superstar

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