Cuddl Duds has been a leading brand in warm layering for over fifty years. The brand prides itself in offering soft, stylish layers that offer the latest in textile innovation, performance technologies, and modern styling.

For their annual fall campaign, they wanted to reinforce that ‘layering is a lifestyle’ while simultaneously showcasing individual layers being offered. This posed a unique challenge, strategizing a new design system that could work over a wide range of OOH formats, while keeping with the brand's main look & feel.

As the lead designer working closely with the Creative Director, we created an easy-to-replicate design system for outside vendors could easily pickup. Designs were formulated to be a “split-screen” view, with one side showcasing an individual layer + headline, while the opposite side featured a lifestyle shot relating to the corresponding headline tag. I concepted and led the individual wardrobe shoot as well as planned the look & feel of lifestyle shots to be captured in a separate photoshoot. Additionally, I helped write many of the headlines used for the campaign.

The resulting national campaign was released from New York to Minnesota and included station takeovers, train wraps, billboards, and various size signage through major cities. Additionally, a series of small social initiatives using influencers were created based on our custom taglines.