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Partners & Spade

The Interstate Highway Project

Project: Researched and developed storylines for identity film for Shinola Detroit, a young manufacturer dedicated to American design, craftsmanship, and the beauty of industry. As assigned by New York-based branding studio Partners & Spade, the broad subject was the creation of the US Interstate Highway System. The challenge: find a way to tell the story of 1950s American ingenuity, vastness of vision, and construction know-how without using any archival or documentary elements. Located characters like Kitty, the twenty-something long-haul truck driver from Sacramento who quit to attend Harvard Divinity School; and Phil, the last and only man living in Capa, South Dakota who worked the slurry trucks spreading cement for the first interstate.

Interstate Highway Sign