I Assisted in executing the “Urban Cowboy” concept for ByLambo, a premium streetwear brand. Worked directly with the brand’s lead designer to bring the vision to life. I led scouting and secured an authentic Philadelphia stable in Strawberry Mansion—the same location featured in the Netflix film Concrete Cowboy starring Idris Elba—to lock in the real urban cowboy vibe. Provided on-site creative direction to anchor the brand’s visual tone. The campaign fused western grit and concrete cowboy culture with streetwear energy, elevating ByLambo’s cultural relevance and distinct identity.