Commissioned by Wrangler Europe to create a campaign that drew on its American brand heritage but with a contemporary twist, we came up with the concept of shooting at The Neon Boneyard in Las Vegas. We saw Vegas as the modern equivalent of the cowboy town, a desert oasis where anything is possible, and the Boneyard museum is the graveyard of golden era 1950's & 60's neons and signage – pure pop-art heaven. It's rusted, faded and sun scorched neons are propped up in a cinematic set of epic proportions - a perfect backdrop to the distressed vintage denim and Pop Art graphics of the collection.
Concept, art direction, production, casting and location scouting. Global stills campaign for retail, PR, trade. Photography by David Goldman, styling by Jamie Stewart.
Design - Wrangler / SS10