WILLIE NELSON
BRIEF
Capture the unique essence of Willie Nelson in a campaign, reflecting his authenticity, Texas roots, and status as a music icon.
SOLUTION
Our approach was to blend creativity and strategy, crafting a campaign that mirrored Willie's own journey. We focused on showcasing his legendary legacy while highlighting his defiance of convention and his connection with the diverse American landscape.
SERVICES & SUPPORT
Campaigns, Creative Direction, Messaging, Strategy
Creative Direction: Garry Booth
Graphic Design: Travis Naman, Ashley Beasley
Photo / Video: Jose Prado
Sound / Foley: Travis Naman, Jake Pollgreen
Producer / Stylist: Macie Day
Talent: Reid McCleary
Music Production: Naman Studios
ON THE ROAD AGAIN
For Willie Nelson, we spun a tale as bold and beautiful as Texas itself. From our innovative concept sketches to the final execution, we breathed life into Willie's journey, capturing his spirit in every frame. Our creative team, armed with their inventive solutions, delivered a campaign that resonated with fans and newcomers alike. The result? A visual masterpiece that truly embodied the essence of Willie Nelson, the Red Headed Stranger.
TREATMENT
Our creative process kicked off with rough sketches, a visual representation of the grand vision for Willie's campaign. Despite a shift in location, the narrative remained consistent, highlighting Willie's well-weathered soul and well-lived life.
Hands on the Wheel
Our promo video for Willie was one of our longest, filled with deliberate pauses and a meticulous foley strategy. Props like the 1952 GMC, an old Igloo Water Jug, and vintage signage added an authentic, quirky touch, just like Willie himself.
LOCATION SCOUTING
We found the perfect backdrop in "The Eclectic West," bringing our 1952 GMC to Adelanto, CA for that "Somewhere in Texas" vibe. Fun fact: many western movies were shot in California deserts, making this location a fitting home for our Willie Nelson look.
MODEL AND STYLING INSPIRATION
We pulled together the perfect look for our campaign, featuring a tie-dye shirt, ripped jeans, and an ox blood trucker hat. Our model, Reid McCleary, a well-known motorcycle builder and die-hard Willie fan, was the perfect embodiment of Willie’s spirit.
Whiskey River
We took on Willie Nelson, an icon, and breathed life into his story through our lens. Our studio shoot was a carefully constructed narrative, with props that told stories of the old west, heritage, and Texas. They were more than just props; they were storytellers, each one chosen to connect with the product and Willie's spirit. We didn't just deliver a brief; we created a narrative that resonated.
