The Heart of Craft, the Soul of the Road

In a world that moves fast, sometimes the most meaningful things are made slowly — with care, conviction, and calloused hands. The Road Home to Craftsmanship was born from that belief.

To celebrate Carhartt’s 125th anniversary and the release of Carhartt Woodsman beer, Carhartt and New Holland Brewing set out on a 12-day journey from Detroit to Denver. More than just a road trip, this quest was a living tribute to the makers who carry forward the legacy of American craftsmanship — those who build with heart, brew with soul, and shape with purpose.

Along the way, the film spotlighted over 20 artisans: blacksmiths, brewers, builders, and artists, each sharing not just their craft, but their stories and what inspires them. Each stop was a reminder that the American Dream is not an abstract ideal — it’s something handmade, every day, by people who believe in the quiet dignity of making something that lasts.

At the campaign’s core was a film series directed by Anthony Frattolillo, created in close collaboration with Carhartt’s in-house team. Grounded in realism and emotional resonance, the series championed unfiltered storytelling and the rugged authenticity that both brands embody. Frattolillo’s original score, as frontman and lyricist for The Herbert Bail Orchestra, underscored the journey with depth and soul. The film received recognition at the AICP Next Show — a nod to its impact and craftsmanship.

The Road Home to Craftsmanship is more than a nostalgic look back; it offers a vision of the path forward. A vision which echoes a timeless truth: that real value isn’t rushed. The American Dream has long been paved by those who take the longer road — not because it’s easy, but because it’s meaningful. And in every mile, maker, and moment, this journey honors a legacy that continues to shape the future — one craftsman at a time.