Modernizing the Cowboy

Tecovas is reinventing the western category by catering to customers across the country, with accessibility at its core through a direct-to-consumer model.

In its first campaign with Greatest Common Factory, Tecovas appeals to its broad and versatile customer base with a campaign that focuses on everything that goes into Tecovas product - comfort, versatility and quality. Greatest Common Factory Co-Founder and CEO, John Trahar, gave us some additional insights into the thinking behind this campaign, and where it might be going in the future.



John Trahar
Co-Founder / CEO Greatest Common Factory

Tell us about the details creative brief, what did it ask?

The brief was to make the cowboy boot more accessible. So our goal was to make people look at boots in a new way, and that’s how our modern Cowboy was born.

Which insight led to the creation of this piece of work?

They were already having success. We just took what we saw in their data, on Facebook, and in the reviews, then leaned into it. Reviews were all complimenting the boots style and comfort. That made it easy to bring the idea to the client. It came straight from their customers, so they knew it was true. Prepping to shoot, it was just a question of how do we maximize the diversity of locations and let the boots shine.


What was the greatest challenge that you and your team faced during development?

Our biggest concern was always how do we make sure that the work speaks to the more traditional cowboy boot buyer. It was always top of mind, how can we expand this audience without alienating the base. So in the execution, we made sure the casting and locations felt familiar to that core audience, even if the messaging was speaking to a wider group.


What did you enjoy most about seeing this campaign through?

The line “I’m comfortable with that” really resonated with both our team and Tecovas. It became the way the client started looking at the work, how we would approach it, and you could even see it in the audience's response. Seeing it click with all of these groups was one of the best parts.

Where do you see this campaign going in the future?

The platform of “I’m comfortable with that” has legs. The maverick sense of "if I like that, it’s good enough for me". We’re going to keep pushing this modern cowboy idea. Everyone in the frontier came from somewhere else, and that made it a secondary melting pot. I’d love to expand on these ideas.