• 9.19.11

    Zach Gold for Dickies

    Zach Gold photographs the "Life Hurts" campaign for Dickies. Since 1922 the workwear company has been making tough, durable clothes from heavy-duty twill. Their latest campaign highlights their heritage, claiming "When Life Hurts, Dickies Endures."

    Gold shot models on locations in Williamsburg, Brooklyn and New Jersey. His photographs show working men at the worst moments in their job. A plumber trying to stop an exploding toilet, a rodeo jockey getting bucked by a cow, and a rocker being pummeled by fans at a concert are all shown in the Dickies clothes.

    Gold's ads for Dickies are out now. They can be seen in print and on the Dickies website.

    See more of Zach Gold's photography here.

    Client: Dickies
    Agency: Goodby, Silverstein & Partners
    Photographer: Zach Gold

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