Mexican Cowboys in Texas
Video ethnography analyzing the archetype for an advertising client
Writer, Director, Camera, Editor, Lead Researcher (as part of Leo Burnett/ Lapiz USA)
Collaborators: Felipe Cabrera, Ernesto Adduci (producers), Enrique Castillo (interviewer)
CHALLENGE
Help a client expand their business to US Latino audiences by understanding how their heavily-used “cowboy archetype” translates to that culture.
PROCESS
Acting as a one-person bare-bones crew, spent a week in Texas, interviewing Mexican Cowboys in the area, as well as non-Cowboy Mexicans, to see how the archetype plays into their culture, and how it’s different from the anglo-American cowboy archetype.
Supplemented our research and footage with archive footage from “Jaripeo” rodeos and popular media (both American and Mexican).
FINAL VIDEO
RESULT
A ten-minute video encapsulating our findings, used in a planning process that resulted in additional business for the agency.