New York label Pyer Moss takes an innovative approach for its fall campaign by choosing to highlight individuals who are everyday heroes within their communities. According to press, “We took the concept on the road to speak to the modern-day cowboys; some are literal cowboys such as the Compton Cowboys and Cowgirls of Color and some are rebels who are working to make innovate and active change in their respective communities.”
As lead by Pyer Moss designer Kerby Jean-Raymond, the team traveled to Chicago’s Southside, Baltimore, Los Angeles and Brownsville where the team created a total of eight shorts along with a 15-minute film, all of which were scored by Raphael Saadiq. Stills were shot by Rubberband. Each conversation included the question, “Do you feel American?”
The Chicago shorts features Precious Blood Ministries, Ameena Matthews of Violence Interrupters and Good Kid Mad City in an exchange with Vic Mensa. The Baltimore spots highlight teacher Valencia Clay and the Cowgirls of Color while the Los Angeles exchanges take place with the Compton Cowboys and Angela Rye For New York the label checks in with Nadia Lopez of Mott Hall Bridges Academy.
The shorts also include items from Pyer Moss’ fall 2018 collaboration with Reebok, which is available for purchase on pyermoss.com.
Check out all the shorts below.
Episode 1: “Self-Healing”
Episode 2: “Self Actualization”
Episode 3: “Self-Preservation”
Episode 4: “Self-Efficacy”
Episode 5: “Self-Correction”
Episode 6: “Self-Awareness, Cowgirls of Color”
Episode 7: “Self-Righteousness”
Episode 8: “Self-Policing”