For the Austin Film Festival premiere of Cowboys: A Documentary Portrait, a poster wasn't going to be enough. So we built a stampede.
Forty handmade roping dummies came charging across the street in front of the historic Paramount Theatre, a herd with nowhere to be but exactly there. It stopped foot traffic, got phones out, and turned a film about the American cowboy into something people walked through before they ever sat down to watch it.
From there, we built out the rest of the world around the film: posters, a companion whiskey brand, and promotional work that carried the same spirit, handmade, a little rowdy, and unmistakably COWBOY.
