Shinola: Grit

To celebrate the launch of the Shinola’s Black Blizzard chronograph watch director Mac Pemo helmed this spot.

Harking back to droughts of 1930's known as The Dust Bowl or the Dirty Thirties, the American manufacturer wanted to honour the tenacity and grit of the American people whio survived the time which saw the ecology and agriculture of the US and Canadian prairies greatly affected.

Produced by Supply & Demand the spot uses a flip book style using authentic photographs as well as footage shot in Oklahoma supported by a voiceover by the director who also plays the harmonica.

Shinola is based in Detroit, a city once famed for its industry before the recession hit. The company aims to bring back that American spirit to the city. Each watch will also include a leather-bound coffee table book about the Dust Bowl era that inspired the creation of the watch.