DMC
WORK
Underwareness
Challenging the stigma around adult incontinence.
Bladder leakage affects over 65 million Americans, yet remains culturally taboo. Depend launched Underwareness to confront that stigma directly — shifting the conversation from embarrassment to empowerment through bold participation, social activation, and experiential engagement.
At Organic, I served as Senior Art Director and digital visual lead, defining the campaign’s visual system across web and social and translating a culturally provocative idea into a cohesive digital experience.
Client
DEPEND
Agency
ORGANIC DETROIT
Role
SENIOR ART DIRECTOR
Scope
WEB · SOCIAL · CAMPAIGN HUB
Recognition
BRONZE EFFIE
Year
2014 - 2016
Challenge
Adult incontinence is a widespread yet stigmatized reality. Depend needed to modernize the category conversation while introducing new product lines and driving meaningful engagement at scale.
The category defaulted to discretion and reassurance. The opportunity was to replace shame with confidence.
Concept
Underwareness invited people to “drop their pants” in solidarity — reframing embarrassment as empowerment.
The campaign was intentionally bold. It sparked praise and criticism — but most importantly, it sparked conversation.
Visual System
As digital visual lead, I developed the campaign’s visual language across web and social — balancing bold typography, confident photography, and high-contrast color to reinforce empowerment rather than concealment.
The system needed to scale across posters, social content, product integration, and a responsive campaign hub while maintaining cohesion with the broader brand platform.
Campaign Hub
A centralized digital hub anchored the campaign. The site housed the manifesto, participation tools, educational resources, and social integrations, transforming a provocative idea into an accessible movement.
Participation
Underwareness invited people to “drop their pants” in solidarity, reframing embarrassment as empowerment.
For every photo, video, or message shared using #Underwareness or #DropYourPants, Depend donated $1 (up to $3 million) supporting the Simon Foundation for Continence and United Way Worldwide.
The mechanic transformed a provocative idea into a participatory movement across web and social platforms.
Content & Social Activation
Underwareness extended beyond the campaign hub through live events, video storytelling, and social content designed to bring the conversation into the open. A concert activation in New York City invited audiences to participate in the movement firsthand, while documentary-style videos captured candid conversations about stigma, humor, and personal experience. Shareable graphics amplified the message across social platforms and encouraged participation.
Capital Cities Concert ActivationA live concert in New York City brought the campaign into the physical world. Guests were invited to attend for free by participating in the Underwareness movement, turning awareness into a bold public moment of celebration and community.
Mighty Mike McGee Interviews
Poet and performer Mighty Mike McGee engaged concertgoers in candid conversations about incontinence, using humor and honesty to challenge stigma and encourage open dialogue.
Silhouette Active Fit Launch
Underwareness expanded to support the launch of Depend Silhouette Active Fit, a new product designed specifically for women.
I led the art direction for a dedicated lifestyle shoot in Mexico City, developing imagery that integrated the product into the campaign’s visual world. The photography balanced confidence, movement, and everyday style, reinforcing the campaign’s message while introducing Silhouette as a modern alternative to traditional incontinence products.
Impact
$541,348+
Raised for the Simon Foundation & United Way
278,551
YouTube views
14,615
Social engagements
38×
Facebook fan growth
Next Project:
Cadillac Behind the Scenes
Let’s Connect
darren_cutlip@icloud.com
Resume
©2026 Darren Cutlip. All rights reserved.
DMC
Based in Chicago
WORK
Underwareness
Challenging the stigma around adult incontinence.
Bladder leakage affects over 65 million Americans, yet remains culturally taboo. Depend launched Underwareness to confront that stigma directly — shifting the conversation from embarrassment to empowerment through bold participation, social activation, and experiential engagement.
At Organic, I served as Senior Art Director and digital visual lead, defining the campaign’s visual system across web and social and translating a culturally provocative idea into a cohesive digital experience.
Client
DEPEND
Agency
ORGANIC DETROIT
Role
SENIOR ART DIRECTOR
Scope
WEB · SOCIAL ·
CAMPAIGN HUB
Recognition
BRONZE EFFIE
Year
2014 - 2016
Challenge
Adult incontinence is a widespread yet stigmatized reality. Depend needed to modernize the category conversation while introducing new product lines and driving meaningful engagement at scale.
The category defaulted to discretion and reassurance. The opportunity was to replace shame with confidence.
Concept
Underwareness invited people to “drop their pants” in solidarity — reframing embarrassment as empowerment.
The campaign was intentionally bold. It sparked praise and criticism — but most importantly, it sparked conversation.
Visual System
As digital visual lead, I developed the campaign’s visual language across web and social — balancing bold typography, confident photography, and high-contrast color to reinforce empowerment rather than concealment.
The system needed to scale across posters, social content, product integration, and a responsive campaign hub while maintaining cohesion with the broader brand platform.
Campaign Hub
A centralized digital hub anchored the campaign. The site housed the manifesto, participation tools, educational resources, and social integrations, transforming a provocative idea into an accessible movement.
Participation
Underwareness invited people to “drop their pants” in solidarity, reframing embarrassment as empowerment.
For every photo, video, or message shared using #Underwareness or #DropYourPants, Depend donated $1 (up to $3 million) supporting the Simon Foundation for Continence and United Way Worldwide.
The mechanic transformed a provocative idea into a participatory movement across web and social platforms.
Content & Social Activation
Underwareness extended beyond the campaign hub through live events, video storytelling, and social content designed to bring the conversation into the open. A concert activation in New York City invited audiences to participate in the movement firsthand, while documentary-style videos captured candid conversations about stigma, humor, and personal experience. Shareable graphics amplified the message across social platforms and encouraged participation.
Capital Cities Concert ActivationA live concert in New York City brought the campaign into the physical world. Guests were invited to attend for free by participating in the Underwareness movement, turning awareness into a bold public moment of celebration and community.
Mighty Mike McGee Interviews
Poet and performer Mighty Mike McGee engaged concertgoers in candid conversations about incontinence, using humor and honesty to challenge stigma and encourage open dialogue.
Silhouette Active Fit Launch
Underwareness expanded to support the launch of Depend Silhouette Active Fit, a new product designed specifically for women.
I led the art direction for a dedicated lifestyle shoot in Mexico City, developing imagery that integrated the product into the campaign’s visual world. The photography balanced confidence, movement, and everyday style, reinforcing the campaign’s message while introducing Silhouette as a modern alternative to traditional incontinence products.
Impact
$541,348+
Raised for the Simon Foundation & United Way
278,551
YouTube views
14,615
Social engagements
38×
Facebook fan growth
Next Project: Cadillac Behind the Scenes
Let’s Connect
©2026 Darren Cutlip. All rights reserved.
darren_cutlip@icloud.com
Resume
DMC
Based in Chicago
WORK
Underwareness
Challenging the stigma around adult incontinence.
Bladder leakage affects over 65 million Americans, yet remains culturally taboo. Depend launched Underwareness to confront that stigma directly — shifting the conversation from embarrassment to empowerment through bold participation, social activation, and experiential engagement.
At Organic, I served as Senior Art Director and digital visual lead, defining the campaign’s visual system across web and social and translating a culturally provocative idea into a cohesive digital experience.
Client
DEPEND
Agency
ORGANIC DETROIT
Role
SENIOR ART DIRECTOR
Scope
WEB · SOCIAL · CAMPAIGN HUB
Recognition
BRONZE EFFIE
Year
2014 - 2016
Challenge
Adult incontinence is a widespread yet stigmatized reality. Depend needed to modernize the category conversation while introducing new product lines and driving meaningful engagement at scale.
The category defaulted to discretion and reassurance. The opportunity was to replace shame with confidence.
Concept
Underwareness invited people to “drop their pants” in solidarity — reframing embarrassment as empowerment.
The campaign was intentionally bold. It sparked praise and criticism — but most importantly, it sparked conversation.
Visual System
As digital visual lead, I developed the campaign’s visual language across web and social — balancing bold typography, confident photography, and high-contrast color to reinforce empowerment rather than concealment.
The system needed to scale across posters, social content, product integration, and a responsive campaign hub while maintaining cohesion with the broader brand platform.
Campaign Hub
A centralized digital hub anchored the campaign. The site housed the manifesto, participation tools, educational resources, and social integrations, transforming a provocative idea into an accessible movement.
Participation
Underwareness invited people to “drop their pants” in solidarity, reframing embarrassment as empowerment.
For every photo, video, or message shared using #Underwareness or #DropYourPants, Depend donated $1 (up to $3 million) supporting the Simon Foundation for Continence and United Way Worldwide.
The mechanic transformed a provocative idea into a participatory movement across web and social platforms.
Content & Social Activation
Underwareness extended beyond the campaign hub through live events, video storytelling, and social content designed to bring the conversation into the open. A concert activation in New York City invited audiences to participate in the movement firsthand, while documentary-style videos captured candid conversations about stigma, humor, and personal experience. Shareable graphics amplified the message across social platforms and encouraged participation.
Capital Cities Concert ActivationA live concert in New York City brought the campaign into the physical world. Guests were invited to attend for free by participating in the Underwareness movement, turning awareness into a bold public moment of celebration and community.
Mighty Mike McGee Interviews
Poet and performer Mighty Mike McGee engaged concertgoers in candid conversations about incontinence, using humor and honesty to challenge stigma and encourage open dialogue.
Silhouette Active Fit Launch
Underwareness expanded to support the launch of Depend Silhouette Active Fit, a new product designed specifically for women.
I led the art direction for a dedicated lifestyle shoot in Mexico City, developing imagery that integrated the product into the campaign’s visual world. The photography balanced confidence, movement, and everyday style, reinforcing the campaign’s message while introducing Silhouette as a modern alternative to traditional incontinence products.
Impact
$541,348+
Raised for the Simon Foundation & United Way
278,551
YouTube views
14,615
Social engagements
38×
Facebook fan growth
Let’s Connect
©2026 Darren Cutlip. All rights reserved.
darren_cutlip@icloud.com
Resume