40 Grit was built to be simple, straightforward, and no-frills. When the Duluth Trading brand needed to launch fast, the campaign had to work with an equally stripped-down set of ingredients: product laydown photography and not much else. Instead of fighting the limitations, the digital campaign leaned into them with oversized typography, bold motion graphics, and simple product imagery doing the heavy lifting. The result was a graphic, direct campaign that felt right at home with the brand.