DIRECTED BY
Kathryn Francis & Campbell Brewer
Year
2022
Patagonia
Tougher Together
Credits
Producers: Kathryn Francis & Campbell Brewer
Executive Producers: Alex Lowther, Emily Perry, Jason Gonzalez, Rich Crowder, Matthew Sova, Jeff McElroy
Directed by: Campbell Brewer & Kathryn Francis
DP: Campbell Brewer
Editor: Campbell Brewer
Composer: Sanders Bohlke
VFX: Joe Pease
Assistant Editor: Brendan Byrne
Colorist: Dan Edwards
Sound Design & Mix: Jeff Yellen
Brief
Patagonia Films and Patagonia Workwear marketing teams approached us wanting to create a campaign film for Patagonia’s new hemp/denim workwear line. The film needed to embody toughness, hard work, and prove that this hemp denim is the real deal—the new standard in workwear. The theme, “Tougher Together,” highlights the strength of people coming together to get the job done.
Approach
When Patagonia Films approached us with the theme “tougher together,” it was little more than a seed of an idea. Our team took that concept and shaped it into a cohesive commercial campaign—one that tied the theme audibly and visually into every frame of the film.
The concept we developed was simple: individual fibers—and people—are stronger when woven together. To bring this to life authentically, we focused on real stories and cast hardworking people whose lives embody collaboration and resilience.
We reached far and wide and found four communities who fit the bill: A family-run cattle ranch in Half Moon Bay (Markegard Family Grass Fed). A Sacramento community farm (Yisraiel Family Farms). A volunteer trail repair crew (Arizona Trail Association). And a team of woodworkers who upcycle fallen trees (Ojai Oaks). These folks exemplified the spirit of the campaign.
COVID-19 restrictions meant we had to get creative. We stripped back to a 3 person crew using only natural light and handheld cameras.
The audio was equally intentional. Off-camera interviews created a “chorus of voices,” giving the film an intimate, conversational tone that felt like real moments overheard. One standout quote came from Judith Yisrael, who shared the African proverb: “If you want to go fast, go alone. If you want to go far, go together.” That became the soul of the film, perfectly encapsulating the message.
The result? An immersive short film that turns Patagonia’s “tougher together” theme into a tangible, heartfelt story—celebrating innovation, resilience, and the deeper connections that hold us all together.
