Client: A+E

Project: Rooster & Butch

Self-made millionaires, Mike “Rooster” McConaughey and Butch Gilliam, believe in the American Dream and are looking for ambitious entrepreneurs to spread their wealth. Living life by the “Golden Rule,” Rooster and Butch are eager to help other folks get a leg up the same way others helped them along the way.

To capture that feeling, the launch campaign featured the rogue business partners in between takes of a traditional promo and photo shoot day, highlighting their mantra: it’s to what you make, it’s what you’re made of.