Brass Buckles & White Knuckles

Brass Buckles & White Knuckles

Brass Buckles & White Knuckles

Brass Buckles & White Knuckles • Brass Buckles & White Knuckles • Brass Buckles & White Knuckles •

CREATIVE

direction

Produce a film that wasn’t just branded. It had to be lived in. We embedded with a real working rodeo in the American South, capturing unscripted moments exactly as they unfolded. Backstage grit, quiet rituals, bursts of adrenaline, and the raw aftermath. Nothing was staged. No one was directed. Every frame was earned, not orchestrated.

We operated with a minimal footprint, blending into the environment to preserve the integrity of what we witnessed. The approach was observational, cinematic, and highly intentional. What emerged is a portrait of authenticity that grounds Wrangler not in campaign polish, but in lived-in truth. The kind that resonates deeper than any setup ever could.

VISUAL 

direction

The film was shot handheld to capture a sense of immediacy and physicality, immersing the viewer directly in the energy of the rodeo. Texture was a primary focus, with deliberate attention given to the dust, denim, leather, sweat, and steel that defined the environment. We used a mix of frame rates to amplify tension and create emotional punctuation throughout the piece. Lighting came exclusively from practical sources, including sodium vapor lights, fading dusk, and arena fluorescents. Where needed, we introduced bounce or negative fill to sculpt contrast and shape the image without disrupting the natural feel. The color grade preserved warmth and grit, embracing imperfections such as grain and texture to deliver a look that felt raw, grounded, and honest. The entire shoot was handled by a three-person crew, allowing us to remain agile and unobtrusive within a live environment.

IMPACT

This film quickly found traction across creative and western lifestyle communities, resonating with rodeo athletes, photographers, and denim enthusiasts alike. Its visual authenticity and grounded tone made it a frequent reference point in Wrangler-adjacent creative circles. Without relying on paid amplification, the piece organically grew in visibility and continues to serve as a standout example of brand-authentic storytelling that connects with its audience through atmosphere, texture, and truth.