Gilding the Lily

Duluth needed to pull some men’s TV characters into their print catalog, a space styled and rendered very differently from the national TV campaign. Translating flat line drawings of fat cartoon men into rich full-color illustrations isn’t as simple as it sounds!

In each of the cases below, I directed individual illustrators through rounds of art (credits at bottom).

The cure for Crotchstrophobia, an unfortunate crouching malady? Ballroom Jeans.

This illustration series for “Summer Solved” featured a Duluth Man taking charge of summer’s bites and stings.

Beaver Sleigh & Buck Naked — Art Direction: Kevin Longino // Illustration: Gregory Copeland // Base Illustration: Kris Kluthe // Concept: Kevin Longino, Brian Hucek, Kris Kluthe // Character Design: Nate Theis, Gregory Copeland // Creative Direction: Dana Lytle // Produced at Planet Propaganda

Lumberjack, Sea Monster, Summer Solved — Art Direction: Kevin Longino // Concept: Kevin Longino, Brian Hucek, Kris Kluthe // Base Illustrations: Kris Kluthe // Illustrator: Michael Koelsch // Creative Director: Dana Lytle // Produced at Planet Propaganda

Crotchstrophobia — Art Direction: Kevin Longino // Concept: Kevin Longino, Brian Hucek, Kris Kluthe // Illustration: Patrick Faricy // Creative Direction: Dana Lytle // Character Design: Patrick Faricy & Nate Theis // Produced at Planet Propaganda