IN THE NAME OF - DC

CLIENT: Boot Barn

TYPE: Director's Cut of Broadcast TV Commercial

ROLE: Director

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As humans we connect with one another through shared moments of vulnerability and imperfection. We latch on to the cracks in the rocks and wish to soften the jagged edges of those we love. Life’s trials and triumphs remind us that true strength is revealed in our moments of weakness. Often our battles are fought within. When everything comes crashing down, we all seek a voice for answers. As Mary Oliver wrote, “do you bow your head and fold your hands in prayer or do you look into the vast blue sky as the birds soar overhead?”

Rather than making a story about a hero, we said let's strip a human down to their rawest form, at their rock bottom - then let’s ascend.

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