Duffy was always known for his creativity, the ability to bring something new to the shoot and he also had the ability to design and create sets. He later went into furniture restoration and was a lecturer for The British Antique Furniture Restorers’ Association (BAFRA). This is evident in the sets for the B&H campaign where he played with scale and dimension. Other shoots involved the hair-raising spectacle of a skydiver over the edge of a bluff in the Yorkshire Dales for Smirnoff which literally had cars come to a standstill when it went up on billboards. Duffy won many accolades for his visionary work in advertising and set designs.
All of these innovations were achieved years before digital cameras or editing software such as Photoshop. Duffy's understanding of scale and perspective allowed him to create extraordinary optical illusions with his images.