For the Collection 1 campaign, we took the concept on the road to speak to the modern-day cowboys; leaders, organizers and rebels who are working to make a change in their respective communities. The Chicago leg of the campaign features Precious Blood Ministry, Ameena Matthews of Violence Interrupters and Good Kid Mad City featuring Vic Mensa. The Baltimore leg of the campaign features Valencia D. Clay and The Cowgirls of Color. The Los Angeles leg of the campaign features Angela Rye and the Compton Cowboys. The Brooklyn leg features Nadia Lopez of Mott Hall Bridges Academy.

Our Role was:

Director and producer. We were tapped by Kerby Jean-Raymond, founder of Pyer Moss and Creative Director of Reebok to direct a series of spots for the Collection 1 Campaign. Rooted in documentary and elevated through technique, we embraced a unique visual language for each character to echo their experience about what it means to be an American in 2018.