Some campaigns feel like an assignment. Others feel like a road trip worth taking. Elizabeth Weinberg’s Golden State of Mind for Dockers is very much the latter.
The film follows friends on a California road trip, turning detours into destinations and leaning into the unexpected, a premise that played directly to Weinberg’s strengths as a storyteller. An LA-based director and photographer with deep roots in editorial work, Weinberg brings a photojournalist’s instinct to commercial projects: natural light, unposed moments, and a signature color sensibility that makes every frame feel lived-in.
Golden State of Mind was part of a broader global campaign, developed by agency Laundry Service, repositioning Dockers from a workplace brand to an everyday-life brand. The result is a film that captures exactly that: people who look comfortable, ready, and at ease wherever the road takes them.
For Unrivaled, it’s another example of what makes Weinberg’s work stand apart, the ability to give a brand campaign the warmth and authenticity of something personal.
If you are interested in learning more about our work, get in touch with one of our producers.