WRANGLER
Who: Wrangler, a legendary apparel brand
What: Brand storytelling campaign for their Cool Vantage line of jeans
Why: To build brand affinity among customers and retail employees
This particular project taught me a great lesson in my career. Sometimes, even bigger brands have difficulty with storytelling.
ExpertVoice asked me to create a digital brand story for Wrangler’s Cool Vantage line. When brainstorming about what the experience could be, I thought highlighting Wrangler’s history while supporting Cool Vantage would be a good idea. I thought for sure I would discover a trove of historical artifacts in the back rooms of Wrangler HQ.
I was wrong. When I asked for assets, all they had was an uninspiring About Us page on their website.
Roadblocks be damned, I asked for a list of sponsored bullriders. I soon confirmed Sage Kimzey, owner of seven world billriding titles, for our content. With Sage in tow, I knew I wanted to create an exclusive audio/visual interactive experience.
While I couldn’t meet Sage himself, I sent Sage questions about his career in bullriding and experience wearing Wrangler.
Once I received and edited the audio, I sprinkled information about Cool Vantage in the copy. I wanted to give the user a sense of trust to pair the product with an epitome of toughness like Sage.
Wrangler loved the finished product so much that they asked for us to create another experience about their Riggs work apparel line.
While the audio files are lost to time (which I'm VERY bummed about), I’m still proud of my work establishing a new chapter of Wrangler’s history.
