In a time when speed often overshadows substance, Carhartt and New Holland Brewing took a different route – literally. “The Road Home to Craftsmanship” documented a 12-day journey from Detroit to Denver in celebration of the hands, hearts, and heritage at the root of American craftsmanship.

Launched as both a tribute to Carhartt’s 125th anniversary and a release tour for the Carhartt Woodsman beer, the film spotlighted over 20 makers along the way – from blacksmiths and brewers to builders and artists—whose work stands as a testament to the premise that American craftsmanship is not a lost art, but a living tradition.

At the heart of the campaign was a film series, developed in close collaboration between director Anthony Frattolillo and Carhartt’s in-house creative and marketing team. Helmed with a focus on honesty, unvarnished reality, and good old-fashioned grit, the emotional tenor of the film was underscored by an original score composed by Frattolillo (aka Herbert Bail). “The Road Home to Craftsmanship” went on to be honored at the AICP Next Show.

“The Road Home to Craftsmanship” was not just about looking back but building forward. Its core truth was about honoring a legacy while creating something lasting – a reminder that the road to quality is often never the fastest, but it’s always the most meaningful.