winning.work

Agency:

Client:

Description: A brief description of the work and creative idea:

In essence, this film is a character study. A brief moment in time, deceptively simple, where we watch an interesting person do interesting things in interesting boots. In this instance, a bowling team and their leader, Donna, bowling in cowboy boots. All scored painstakingly to a track unearthed from old school AM radio. The film is not a product demonstration so much as a demonstration of a simple truth. They who die with the best stories win.

The Brief: What was the brief? What were the challenges and objectives?:

Austin based Boot and Western Wear purveyor, Tecovas, has been making a stir in the category for nearly a decade. Initially, an exclusively online seller, they have recently expanded into retail with their own Tecovas stores.

While they had been quite successful with direct marketing, they felt the time was ripe for Tecovas to give a greater meaning of what the brand stood for. That’s where we came in.

With a desire to welcome more people into the West, we created the ‘Don’t Go Gently’ campaign. A platform that celebrates the western spirit, despite one's proximity to a ranch or horses or the open plain. And while this platform can exist across a variety of mediums and touchpoints, we initially launched it with a variety of commercials centered around two distinct narratives.

Solution + Results: How did you solve the brief? What were some of the results?:

For ‘How She Rolls’, we found a rundown bowling alley and transformed it into a time capsule that could be stuck anywhere between 1974 and today. We had to make it feel lived, all the way to the nicotine stains on the ceiling. The wardrobe was plucked primarily from the Tecovas collection, though special note should be given to our bowling team’s shirts. We created ‘The Donna’s” design inhouse and one of Austin’s premier custom stitch maker’s hand-stitch the designs into Tecovas pearl snap shirts.

For ‘Check ‘em Out’, we found a kosher grocery store and transformed it into the kind of small town grocery store you might stumble into in west Texas… going so far as to design the cans of beans and toilet paper rolls you might find on the shelves. Our wardrobe was pulled almost entirely from Tecovas collection, but working with the art department, we endeavored to pull in colors throughout the store that complimented our hero’s outfit.

SOME RESULTS: