The Cowboy's of Compton


2018 D&AD Awards

2018 Creative circle Awards

2018 FAB Awards


Guinness Europe's "Made of More" campaign, tells the fascinating story of "The Compton Cowboys," a group of young men whose passion is to ride horses in South Central L.A.


I worked with the Deputy ECD’s to extend the themes of the TVC into a series of 2 minute documentaries for YouTube, shorter form in-feed and stories content, and canvas on Facebook and Instagram as well as executions for Snapchat and DOOH.


During the TV shoot I led a secondary unit including a director and photographer to delve into the deeper stories of the Cowboys, adapting scripts in real time as we uncovered interesting themes. This was followed by overseeing editors and graphic designers after the shoot to finalise the executions.


The social and content elements of the campaign picked up D&AD, Creative Circle and FAB awards, as well as smashing engagement benchmarks set out at the beginning of the campaign. Facebook also collaborated on an article in Creative Review to highlight the campaign as an example for how best to use the platform.