National Day of the Cowgirl

Building a brand moment around something bigger than a campaign.

While working with Durango Boots, I helped establish National Day of the Cowgirl as a platform to celebrate the women who shape Western culture and create a meaningful point of connection between the brand and the community it serves.

The work extended beyond a single social post or seasonal campaign. It included storytelling, photography, video production, and editorial content designed to give the initiative a clear identity and lasting purpose.

As the program grew, it also became the foundation for the National Day of the Cowgirl Scholarship, creating an opportunity to recognize and invest in the next generation of cowgirls. I produced, shot, and edited a feature on inaugural scholarship recipient Katelyn Collins, helping bring the story behind the scholarship to life across digital channels.

The project is a strong example of how brand storytelling can create something with value beyond promotion: a campaign rooted in identity, community, and long-term relevance.