I was group creative director working on one of the most iconic brands in our country. Duluth's animated video content style started back when "Hey Soul Sister" by Train was on the top of the music charts. Since coming aboard as group creative director, the goal was two fold—don't mess it up and try to push the work to some new territories in order to keep things fresh and weird. On my watch the brand’s ad awareness had risen by five percentage points since the beginning of 2019. No, it's true, see for yourself: FORBES MAGAZINE

*To the point about "fresh and weird" after I commandeered the ship, we introduced live-action into the animated world for the first time in the brand's history. It'll pave the way for newer and, hopefully, weirder stuff.

The Duluth Center For Underwear Advancement's mission is to secure the sanctity of man's stuff...with science. Duluth's crack team of underwear experts are making hindquarter history every single day. This campaign was launched to give credit where credit's due. Duluth sets out to make the softest underwear known to man. We wanted to give consumers a peek behind the curtain to see how the sausage is, well, made. Yes, I said sausage.

Welcome to the deep end. A stroll through The Grove LA, Alaska isn't. Duluth makes gear that is built for the toughest Alaskan conditions. The goal was to communicate to the toughest Alaskan dudes that we get them. There is zero part of me that connects to this special group, but I can feel like I work on an Alaskan salvage & fishing crew every time I dawn that cool beanie, right?