Every December, cowboys and rodeo fans from all over the world take over Las Vegas for the  Wrangler National Finals Rodeo – ten action-packed days of bull riding, cattle chasing, and parties.

The task was to create an event identity for Wrangler that would feed fan’s excitement and stand out on the loud Las Vegas strip. We delivered with a bold, in-your-face campaign that stayed true to the risk/reward mentality of the event and its location.