My first big project as group creative director was relaunching the Duluth women's brand. The iconic animated style that works so well for the men's brand didn't resonate with women. We went to work crafting a totally new message. I found the line, "Forge your way" inside a script from a talented writer. That line was the building block for the campaign. The ‘Wayforgers’ platform was born. It celebrates real women who forge their way in the world by building boundlessly, dreaming wildly and making bravely. We created new identities, like the "Un9to5ers" and "Re-Re-Reworkers" to celebrate those women who tackle new challenges and buck convention all on their terms. The commercials featured real artists, creators and makers – no actors. Yeah, they were all pretty badass to say the least.

I normally don't show rip videos but this one helped sell in the idea. Out of the strategy, "make your way" was an idea that was rising to the top. We created this video and it really brought the idea to life. Had the music costs not been so prohibitive this idea probably would have ended up as the anthem for the brand. You win some you lose some...