TECOVAS WORK:
HOW TEXAS DOES
WORK BOOTS
July 2024
Levelland and Lockhart, Texas
Tecovas, one of the best known cowboy boot brands in the country, was ready to move into the work boot industry. With the goal of keeping their boots imbued with a sense of Texas, Away helped develop strategic positioning, identifying how the work boots can line up alongside their mainline products. Tecovas work boots can do both - protect your feet on the job, and look stylish enough to grab some lunch with the crew. We scouted locations for Tecovas, ultimately ending up shooting at two very Texan jobsites - on an oil rig, and in a BBQ manufacturer. We produced two separate shoot days, hiring workers from the jobsites as talent, and utilizing a photographer, videographer and drone pilot. Ultimately we delivered 3 campaign videos, a handful of social videos, and many photos, all captured on active Texan jobsites.
