Direct Mail Campaign – The Cowboy WayPremiere and Countdown assets

To build anticipation for Season 5 of The Cowboy Way, we created a premium, tactile mailer that introduced INSP’s new brand tagline, “Heroes Live Here,” while celebrating the modern cowboy lifestyle at the heart of the series.

The piece featured a large-format poster that folded down into a single square reveal, designed to create a sense of discovery as it opened into a full collage of cinematic ranch imagery. The folded piece slid into a matte black sleeve with gloss black typography—subtle on first glance, bold in hand—reinforcing a refined, Western-inspired aesthetic.

The mailer was supported by a personalized letter. The result was a premium introduction to the new season—designed to feel collected, not discarded.