Ranch Rider Spirits Co. is an Austin-based company making delicious canned cocktails with fresh ingredients and real spirits. They approached a group of artists to take part in a new campaign that raises the question “Who is a cowboy?” asking each artist to respond to the question in their own style and medium.

My answer to the question started to take form as I underwent a 1,900-mile road trip from Austin to Zapata, up the US-Mexico border into far West Texas. I woke up before sunrise each morning, wound my way down rural backroads, and pulled over whenever I felt like I was getting close to something that might speak to the question.

My answer to the question came in the form of these three carousels, made specifically for Instagram.

Here’s a link to the work on Ranch Rider’s Instagram.