Texas Cowboy

This campaign was created to promote a Texas Friday experience at Jumeirah Golf Estates by turning a themed dining night into a miniature cinematic world of its own. Instead of treating the event like a standard restaurant promo, we built a narrative commercial around a lone cowboy arriving at the venue and facing off against a menacing chef — a knife-sharpening nemesis who brought tension, humor, and character into the story.

Alongside the film, we also used AI-assisted compositions, including scenes of him riding a horse across the grounds. Rather than relying fully on generated imagery, we took a more controlled hybrid approach: extracting selected AI horse elements through rotoscoping and compositing them back into the real video shots to preserve realism, texture, and lighting fidelity. That workflow allowed us to create more ambitious campaign cinematic scenes while keeping them grounded in the physical atmosphere of the shoot.

The result was a stylized duel between two worlds: Texas bravado and culinary fire, all set against the warm, dramatic atmosphere of the location and built around the appetite and anticipation of a proper BBQ night.