The work for Duluth Trading Co. was built around a simple strategy, “Poke Average in the Eye.” In a workwear category that often took itself pretty seriously, Duluth took a more irreverent approach, using humor rooted in the lives and attitudes of tradespeople to stand apart. The work spanned national TV, digital, social, and holiday campaigns, bringing everything from underwear to workwear to life through unexpected stories, strange situations, and a distinctly Duluth point of view. Leaning hard into storytelling and product benefits made Duluth some of the most fun work of my career. And we sold a ton of Buck Naked underwear.