The Legacy of the Black Cowboy

For decades, the image of the cowboy has been shaped by a single perspective—leaving in the shadows those who also rode, fought, and helped define the legacy of the Wild West: Black cowboys. Their presence was erased from posters, movies, and popular culture. This project set out to rewrite that story.

Inspired by the Nike SB Dunk Low Pro BHM / Tourmaline, a sneaker that honors these often-overlooked figures, we created a photographic tribute that blends style, memory, and identity. We wanted to give them faces, attitude, and presence—to move them from myth to portrait. The goal was to build images that feel alive: filled with dust, leather, and the pride of standing tall.

But Bogotá, Colombia, isn’t a cowboy city. There’s no local horse culture, and recreating an authentic Western atmosphere—with wardrobe, props, scenery, and horses—posed serious logistical and financial challenges.

That’s where artificial intelligence became an ally. Instead of compromising the vision, we leaned into AI not as a shortcut, but as a powerful creative tool. We meticulously designed each frame to merge imagination with believability—crafting visuals that feel tangible, cinematic, and emotionally grounded. Combining AI-generated environments with real product photography, we created a series of striking, disruptive visuals that reframe history and start conversations.