The “Guide to the Modern Outdoors” campaign for Duluth Trading reimagines flannel as the ultimate survival tool for those who’d rather fake it than rough it. Inspired by vintage Boy Scout survival manuals, the campaign turns classic wilderness tips on their head to create a humorous, approachable take on outdoor life. Each ad features playful scenarios, like “bear” encounters with dogs or camping without actually pitching a tent, blending tongue-in-cheek copy with bold, rugged visuals.
Advertising, Fashion Shoot
Bill Starkey
Photoshop
Illustrator
InDesign
Lightroom
Designed to appeal to audiences more likely to “fake it” outdoors than fully embrace rugged adventure, the photoshoot captures nature in a humorous yet approachable way. By getting up close and personal with the wilderness, the campaign reinforces its playful survival-guide concept while encouraging viewers to step outside their comfort zones.
A full photoshoot set the tone for the campaign, complemented by typography that mirrors classic survival guide aesthetics. Delivered across print, posters, and social media mockups, the result connects modern audiences with Duluth’s outdoorsy spirit.
