True to the Boots

Tecovas sells western-style boots, clothing and accessories. The company is known for its high-quality, handcrafted products that hearken back to a time when being a cowboy was more than just a style, but a way of life. We wanted to create a campaign that upheld the idea of the western gentleman, but without appealing to all the tired cowboy tropes and stereotypes. The modern-day equivalent to yesterday's cowboy can be found everywhere—not just on the ranch or at the rodeo—but in the grocery aisle, the parking lot, and the crosswalk.