Park Pictures' Leo Aguirre Directs 16mm Films for Red Wing’s "Made the Hard Way" Campaign

Centred on the line Made the Hard Way, the campaign rejects today’s culture of shortcuts and convenience, positioning Red Wing boots as a symbol of patience and precision.

Created with Wieden+Kennedy New York, the campaign spans both Red Wing’s work and heritage lines, telling its message through an ambitious mix of activations that includes a suite of 16mm films, directed by Leo Aguirre at Park Pictures, and large-scale OOH billboards made using natural materials with a strong connection to the brand.

One of the standout elements is Boot Drops the Hard Way, a pointed subversion of sneaker drop culture. Instead of rewarding those who rush to cop a limited release, Red Wing is inviting certified tradespeople to earn boots by opening sealed cubes made from concrete, steel and rebar.

More on Creative Review!