Project Info

The campaign strategy sought to capture the mindful connection a Cowboy rider makes with the world around them – expressing the heightened sensations of the ride and reflecting on our urban environment through a new perspective. The concept took inspiration from street photographers like Ernst Haas and Saul Leiter – artists who captured abstract perspectives on city life. This photographic style was juxtaposed against a utilitarian typographic system and colour palette to create contrast, representing the Cowboy 4's blending of art and technology.

Credits

Jack Davison / Mini Title
BASIC® Agency
We Are Pi
CZAR

Contributions

Concepting
Art Direction
Graphic Design
Motion Design
Music & SFX Direction