Way of the Cowboy
One of the most famous ad campaigns of all time was struggling, as cowboy clichés and an exclusionary aesthetic left it lost in the modern world. We saw something that could still resonate. Not the cowboys themselves, but their spirit. We transformed the idea of the Marlboro cowboy from a mythic person, to a set of values that anyone can live out. We traveled across the country and told the stories of people who embodied these values: the people who followed the Way of the Cowboy.
Mark of a Mentor
Not every teenager wants to spend their nights working. Even fewer have the determination to learn the craft of boot making, or the dedication to do well enough to buy the shop from their teacher.
Edge of the West
Nothing says grit and independence quite like leaving your desk job and starting a homestead in the wilds of Alaska. This is story of two cowboys at the true farthest reaches of the American West.
Built for the Bronx
The bravery, hard work, and selflessness of a cowboy, shining through one woman who resurrected a restaurant for her neighborhood in the aftermath of Hurricane Sandy.
Photos and Words
In addition to the documentary films, we profiled each subject with photo essays and articles that told their stories through the voice of the brand. At the end of each, we invited readers to nominate people to be featured, creating a new source of content that brought in hundreds of stories.
