Tecovas - Don’t Go Gently

There are few shoes more iconic than a cowboy boot. But some still fear the cowboy gatekeep police will whisk them away if they dare don a pair.

That’s why Tecovas asked us to help create an even wider West. One that encourages you to step out, stomp loud, even put your foot down.

To do so, we stayed away from rodeos and horse wrangling and focused on everyday slices of life where the spirit of the West could shine through.

And, of course, the characters in those spaces who do the West their own way, as long as that way means they Don’t Go Gently.

2023 CA Awards Shortlist

Featured in: Adweek and Muse by Clio

Agency: PREACHER

AD: Caroline Jinks

CDs: Marcus Brown, Zach Watkins

Producer: Kasia Olczak

Director: Kate Hollowell