Welcome to the New West

Wrangler releases its first campaign after a global re-brand. Bringing their Western heritage into the context of now, 'Welcome to the New West' portrays different ways of channeling your inner cowboy.

Bringing the idea of the cowboy way of life into a modern and dynamic context, the campaign plays on old-fashioned clichés in a fresh way by capturing different ways of channeling your inner cowboy. It was important to the director to put that same rawness and element of unexpectedness in a more contemporary setting - which was mainly achieved by the craft. The continuous movement of the cinematography shows that concepts such as ‘cowboys’ are ever evolving and developing. Never standing still, but moving with the times.

The director wanted to visually portray different ways of channeling your inner cowboy. The direction of the film focuses on the dynamics imbued in this spirit and how the definition of a cowboy can be found in everyone. The film taps into the iconic images of a cowboy but by utilising diversity in cast, a fast edit and tempered music, the pictures achieve a fresh and surprising tone. It elevates the Western heritage towards something bigger, and something more dynamic than the usual suspects of Spaghetti Westerns. The craft brings a modern outlook to an Americana-cowboy stereotype, mirrored in the fast and 'messy' way of shooting and editing. The 90-second film does not follow a conventional build-up, but consists of strong cinematic frames that can stand on their own feet. Using only Wrangler heritage pieces throughout, the film feels honest. It’s a collection film that does not feature a seasonal collection. It’s about the attitude and the spirit of the film shot on 16mm.

For Wrangler's first campaign after its global re-brand, the iconic denim-brand wanted a film that would bring their Western heritage into the context of now. A modern visual portraying different ways of channeling your inner cowboy.

Jury Feedback

CRAFT - FILM DIRECTION / BRONZE

We award the atmosphere here and how the film have capture a spirit. There’s this bizarre sensory feel out of this film, you can smell it and feel it through the picture away. While Jonathan Glazer’s Wangler film has set a look for decades (we couldn’t help to compare them) this film felt for everyone like a good 2020 sequel to it (but couldn’t beat the original though!). We missed a bit of story around the people we see also.