Welcome to Life Less Soft.
No one winds up in Alaska accidentally. Luckily, the steadfast self-determinism that brings you to the Arctic circle is exactly what you’ll need to survive. That, and a decent set of workwear.
The following TV spot — the brand’s first — depicts working in Alaska exactly as it is: full of Sunshine, Lollipops & Rainbows.
Alaskan Hardgear launched in 2017 with a catalog featuring real Alaskans at work. Inspired by the realities of working in brutal conditions on the last frontier, the brand’s gallows humor comes from a philosophy present all over the state: Alaska kills the poorly prepared.
B-roll footage and interviews with our Alaskan men were edited into short meditations on Alaska, designed for social media channels.
Alaskan Hardgear is featured as a “store-within-a-store” at Duluth Trading Company locations nationwide.
The brand continued to profile real Alaskans in all media as seasons went on. Additional catalog highlights below.
TV spot and social videos — Creative Director, Art Director: Kevin Longino // Creative Director, Writer: Brian Hucek // DP: Aly Nicklas // Editor: Mike Berg, Optimus // Assistant Editor: Jenny Schaye // Colorist: Paul Galati, Optimus // Executive Producer: Tracy Spera, Optimus // Agency Producer: Katie Roach // ECD: Dana Lytle // Produced at Planet Propaganda
Catalog — Creative Director, Art Director: Kevin Longino // Creative Director, Writer: Brian Hucek // Photography: Corey Arnold // Writers: Brian Hucek, Patrick LaBelle, Anna White, Jimi Turek // Art Director: Casey Christian // Illustration: Alana Louise // Designer: Katie Garth (initial catalog design) // Production Designer (initial catalog template): Shelley Mauer // Agency Producers: Katie Roach, Sarah Lorenz // Line Producer: Michelle Boucher // ECD: Dana Lytle // Produced at Planet Propaganda