Pendleton wanted to take their rodeo — and their whisky — to the masses. The dirt still hasn’t settled.
The client’s brief challenged us to sell bull riding to city slickers who’ve never seen a rodeo. My script “Everybody Falls” was an ode to anyone with the grit to get back up. I spent a week at the ranches, rodeos, saddle shops, and pageants of the legendary Pendleton Round-Up, soaking up their 100-year-old culture. Then I helped re-create it all with director Jake Scott for this national spot, which stars a cast of real bull riders. Let ‘Er Buck!
We captured over 2,000 gorgeous stills in two weeks at the Round-Up, generating years of content for Pendleton’s social pipeline and conjuring a lifestyle brand out of whole (denim) cloth.
After three 14-hour shoot days, we had enough killer footage to drive a two-year digital campaign, eight seconds at a time.
