BAD Workwear is a rugged clothing brand known for durable, functional gear designed for tradies and outdoor workers. They wanted to highlight one of their hero products, waterproof workpants, in a way that felt authentic, relatable, and social-first.

The goal was to produce a user-generated style campaign that demonstrated the pants’ unique selling point: liquids simply don’t stick. The content needed to feel raw and authentic to resonate with the target audience while still being polished enough to drive conversions.

The brand had to stand out in a crowded workwear market where durability claims are common.

Traditional polished ads wouldn’t connect with their audience, who prefer practical, real-world demonstrations.

Needed to showcase multiple scenarios (water, coffee, juice, beer) while keeping the content short, scroll-stopping, and repeatable across platforms.

I created a series of UGC-style videos showing everyday spill scenarios, from water to coffee and even beer, bouncing right off the pants without leaving a mark.

Relatable storytelling: Presented the product in a casual, no-nonsense way that spoke directly to the target audience.

Visual proof: Instead of claims, the videos showed undeniable demonstrations, boosting trust and credibility.

Versatility: Delivered assets optimized for social ads, organic posts, and product pages, giving the brand a reusable content library.

The campaign successfully positioned BAD Workwear’s waterproof pants as both practical and innovative, building stronger trust with their audience and reinforcing the brand’s reputation for tough, functional workwear.