For the release of their new “Adaptive Power” Cowboy asked us at AKQA to come up with a Europe wide campaign and activation, to not only promote the new feature, but also to make them better known across Europe. I’ve been part of the team to come up with the art direction for the print & social media assets. The idea of the Art Direction was to have the vibe surreal and provocative while maintaining the simple style of the Cowboy brand.