︎Carry The Burden
︎Art Direction
• MICA Capstone Project
Capstone project at MICA for Post baccalaureate certificate.
Carry The Burden is a brand concept based on purchasable identity and lifestyle. It is derived from the perception that subcultural identities, such as surfing and skateboarding, are taken and sold as trends to the masses. Carry The Burden is not a brand that sells product; it is a way of thought, a way of perception.

In March 2018 this exhibition was installed for two weeks during the  MICA Grad show.

CARRY THE BURDEN (campaign video) from chad greenberg on Vimeo.

︎Chad Greenberg︎2024