Chris Eyers drags mules through the Montana backcountry for a living. He also writes poetry.

That contradiction — rugged, physical, utterly remote — and yet deeply literary — was exactly what a Tecovas fall apparel shoot needed to be. Not a campaign. A portrait.
In collaboration with Natalie Rhea and Modern Huntsman, we followed Chris on a pack trip into the wilderness. Shot the land, the animals, the work. Then cut the film to the VO of his own poetry — his words, his cadence, his country.

The result was something that didn't feel like branded content because it wasn't trying to be. It was a story that happened to be wearing Tecovas.

Featured in Tecovas Stories and deployed across marketing, advertising, eCommerce, and social for the Fall Apparel launch.