The campaign features a series of videos and still images withan inclusive range of cast members, from the iconic cowboy to bold women andadventurous young adults, exemplifying the opportunities that arise when peopletake risks and choose to live with courage. Shot by American filmmaker andscreenwriter Michael Lawrence, the campaign captures the raw, honest emotionsand experiences of the “moment before” that can define a lifetime – the second when an individual decides to jump in, or head home.

By Wrangler