Ubran Cowboy: Wrangler

INTEGRATED CAMPAIGN

Art Direction | Typography | AI Imaging

In collaboration with Ana Gonzales and Mel Nyquist, we created a campaign for Wrangler to bring the Wild West into the city by introducing Gen Z to the new Urban Cowboy.

A city sidewalk with a bus shelter displaying an advertisement for Wrangler jeans. Next to the bus shelter, there are several orange and grey rental bicycles parked. In the background, there are trees, a stone wall, a black fence, a parked black Range Rover, and buildings with classical architecture.
Three posters advertising Wrangler fashion events on a tiled wall next to an escalator in a subway station.
Collage of Wrangler advertisements and promotional images, including posters, billboards, and social media posts featuring denim apparel, a bull statue, and subway art.
Three screenshots of Wrangler social media posts featuring people wearing jeans. The first shows a woman with a face mask wearing red cowboy boots. The second displays a man wearing jeans and a cap in front of a yellow building. The third shows close-up images of back and side views of women wearing jeans with various styles.
A promotional poster from Wrangler encouraging social media posts with the hashtag #TheresANewCowboyInTown for a giveaway. The poster shows a side view of a blue Jeep Wrangler with the Wrangler logo on the hood, parked in an outdoor park with trees and buildings in the background.
Billboard with city skyline background and text that reads, "There's a new cowboy in town," featuring a person in cowboy boots and denim, outlined in red
An outdoor city scene featuring a bus stop with an advertisement on it. The advertisement shows the lower half of a person wearing jeans and boots, with the text 'STAND OUT FROM THE STAMPEDE' and the Wrangler logo. There are trees, benches, bicycles, traffic lights, and buildings in the background.
A billboard advertisement at a subway station featuring a person from the waist down, in blue jeans, walking away. The background shows a blurred train. The text on the billboard says 'STAND OUT FROM THE STAMPEDE' with the Wrangler logo at the bottom right corner.
collage of three images promoting Wrangler jeans with a desert landscape, a city skyline, and a person wearing jeans, overlaid with text and a mobile phone displaying an Instagram post.
A subway train with an advertisement on the side that features a cowboy's legs and boots, a desert scene with cacti, and text in red that reads 'The Rodeo is coming to town Nov. 17th'. The scene is inside a subway station with signs indicating 'High St Brooklyn Bridge'.
Large Fordham Bulls statue of a buffalo with two smaller buffalo statues, set on a circular wooden display with Wrangler jeans and a sign encouraging customization, with city buildings and visitors in the background.
Advertisement on a sidewalk display case showing two people holding hands while walking across a city street, with the text "STAND OUT FROM THE STAMPEDE".
Instagram post showcasing a woman in a denim outfit standing in front of a cityscape with trains, with text overlay: "Durable, Resilient & Wild" and another overlay on nature scene: "Introducing the Urban Cowgirl".
Two smartphone screens displaying Instagram stories with denim jeans on the left and a train interior with leather seats and framed artwork on the right.
A bronze statue of a bull inside a circular inflatable pool branded with 'Wrangler,' located in an outdoor park with modern city skyscrapers in the background, and a bar area with a sign reading 'Wrangler Round Up' to the right.
A rustic outdoor whiskey bar with string lights, a wooden structure, and patrons dressed warmly. The menu board on the right features cocktails with a desert theme.
Screenshots of a Wrangler online clothing store homepage featuring denim and casual wear, with models in jeans and jackets, a vintage truck, and a city park background.
A smartphone screen displaying a social media post about a Wrangler jeans promotion called 'Wrangler Round Up' with hashtags, and an image of denim jeans with a decorative pocket detail against a cityscape background.

OATLY

BLUE LAGOON

Front and back covers of a magazine or catalog with the front cover showing the word "Marshall" in white on a black background, and the back cover featuring an abstract shape filled with images of art and posters, with titles and text indicating an art exhibition from October 2023 to July 2024.

MAGAZINE DESIGNS

Open magazine featuring skin care advertisements, with a close-up image of a woman receiving a facial treatment on one page and a product image on the other page.
Screenshot of the Fortnite item shop showing various in-game cosmetic items, including a carton of oat milk character, two swords called Cupid's Daggers, a character dressed in a white outfit called Cozy Chomps, a character called Comfy Chomps, a surfboard named Sail Shark, and a gun.