Duluth Trading's first foray into live-action TV set out to depict capable clothing in all its hardworking glory, as a kind of sidekick for women on a mission. This first :30 brand spot is called Doll, about a woman redefining herself on her own terms, undermining past cliches. It was shot on Duluth ambassador Nora’s family ranch in the Wallowa Valley, Oregon. The second spot is for a product called No Yank Tank and leans towards the men’s brand with the adoption of the “Average Product vs. Duluth Product” ad model. The connective tissue with the men’s brand allowed the ads leeway to overemphasize average shirt qualms with sound effects and quick editing, creating a momentary symmetry between the two brands. The catalog shows the results of a rebrand revolving around brand ambassadors. CREDITS: Doll & Stories TV spots — Art Director: Kevin Longino // Writer: Brian Hucek // Director: David Nevela // DP: Dale Doebert // Line Producer: Nick Langholff // Editor: Matthew Kroese, Crash & Sues // Production Partners: Crash & Sues // Creative Director: Dana Lytle // Produced at Planet Propaganda. Tug of War TV spot — Art Director: Kevin Longino // Writer: Brian Hucek // Director: David Nevela // DP: Dale Doebert // Line Producer: Nick Langholff // Agency Producer: Andrea Slotten // Editor: Mick Uzendoski, Drive Thru // Production Partners (color and sound): Drive Thru // Creative Director: Dana Lytle // Produced at Planet Propaganda. Catalog — Creative Director: Kevin Longino // Designer: Laura Gang // Art Director: Holiday He // Writers: Brianna Delphey & Anna White // Photographer: Tom Rafalovich // Production Designer: Shelley Mauer // ECD: Dana Lytle // Produced at Planet Propaganda
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