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The assignment was to capture fresh, dynamic imagery for use as digital assets by Wrangler Jeans. The images were shot to promote the Retro and Western clothing categories.
The overall feel of these images was natural and aimed at highlighting authentic western fashion in a new way. We shot on location in order to give the images the most authentic feel. The overall campaign was a mix of world-champion rodeo athletes and fashion models at locations ranging from working ranches to pro rodeos, from Western streetscapes to vintage bars.
The resulting images are clean and fresh, compared to previous Wrangler work, while still highlighting the iconic American brand.