Work ’N Gear – Driven

Brand Film Concept + Artwork: Concept Development • Artwork • Creative Direction
Film + Editing by Greg Hren Photo

“Driven” is a short brand film created for Work ’N Gear, highlighting the dual life of renowned drummer Jim Weston, who is equally dedicated to his craft as a professional woodworker. The goal was to tell a story about identity, work, passion, and the power of hands — whether holding drumsticks or shaping wood. I developed the original concept and visual direction, and created the artwork that established the tone and personality of the piece. Filming and editing were executed by Greg Hren Photo, bringing the concept to life with cinematic detail and strong documentary-style authenticity.

My Role

  • Concept Development

  • Creative Direction

  • Artwork + Visual Identity

  • Brand Framing + Narrative Approach

The Concept

Jim lives between two worlds:

  • explosive, high-energy rhythm behind the drums

  • quiet, deliberate precision in woodworking

The core idea of the piece was to show these sides as two expressions of the same drive.
Intensity and patience. Rhythm and stillness. Noise and craft.

The artwork and direction leaned into tactile textures, raw materials, and contrast — metal and wood, sweat and sawdust, movement and stillness.

Creative Approach

  • Duality as Identity: Every creative choice served the idea of a double-edged craftsperson — expressive on stage, meticulous in the workshop.

  • Texture-Forward Art: Artwork captured drum skins, wood grain, hands, tools, motion blur, and sweat to give the visuals an honest, lived-in feel.

  • Tone Setting: My creative direction established an aesthetic of rugged authenticity — blue-collar meets creative discipline.

  • Brand Alignment: The piece was designed to sit naturally within Work ’N Gear’s brand world: hardworking, talented, everyday people doing exceptional things.

Impact

The film became a standout piece in the Work ’N Gear Driven series, offering a compelling look at a multi-dimensional creative professional. The story felt real because it was real — and the visuals captured that truth.

The collaboration with Greg Hren resulted in a beautifully shot, emotionally grounded portrait that reflects both the brand’s mission and Jim’s dual craft.