Whitehouse Post Weaves Clothing History With Carhartt

Recently minted Whitehouse Post editor Chris Murphy joins forces with director/Game of Thrones alum Jason Momoa and his production company Pride of Gypsies to craft an invigorating spot that spans the 127-year history of venerable workwear clothing brand, Carhartt.


The :60 direct-to-brand effort, dubbed “Measuring the Rugged Corners,” features a voiceover by actor John C. McGinley and marks the third Carhartt ad helmed in as many years by Momoa, who is admittedly a big fan of the brand. To cohesively bring the actor/director’s vision to life, Whitehouse Post’s Murphy cuts a panoramic, chronological path through time. Murphy’s cut emphasizes Carhartt’s significance in the textile world and its gritty, hard-working/hard-playing aesthetic, beginning with founder Hamilton Carhartt, and expanding throughout factories and farmlands, battlefields and frontiers of yesteryear, to the hunting grounds and sporting events of today.

“Creatively, it was a challenge to tell 127 years of authentic Carhartt history in 60 seconds, but we have an incredible story to share and a visionary director in Jason Momoa, who grew up in a blue-collar, Carhartt-wearing family,” says the brand’s creative director, Brian Bennett. “The end result is a story that really resonates with people who have worn Carhartt for a long time and those who are just learning about the brand for the first time.”



Client: Carhartt
Creative Director: Brian Bennett
Art Directors: Ron Harper, Travis Yarrington
Copywriters: Brian Bennett, Dan Catterson
Producers: Chris Robinson, Matt Cleary, Rob Jaeger

Production Company: Pride of Gypsies
Director: Jason Momoa
Director of Photography: Brian Mendoza
Producer: James Mendoza

Editorial Company: Whitehouse Post
Editor: Chris Murphy
Assistant Editor: Miki Miyazaki
Executive Producer: Joni Williamson
Producer: Jonlyn Williams

About Whitehouse Post:

Whitehouse Post believes in the art and craft of editorial storytelling built in a creative and supportive environment. Central to this philosophy is an emphasis on nurturing the best young talent into excellent storytellers who consider the importance of visuals, music and sound working together. Production and finishing partnerships with sister companies Cap Gun Collective and Carbon VFX, as well as with design-driven production company Gentleman Scholar, further cement Whitehouse Post as an invaluable creative resource for its clients. The studio’s deep reel of notable spots for high-profile brands and work on feature films and documentaries have earned hundreds of honors from AICP, BTAA, D&AD, Clio, and Cannes.