Rustbelt Coffee Cowboy Summer

2024 had a cowboy problem — Beyoncé's country album, Sabrina Carpenter and Dolly Parton sharing a stage, western wear back in every closet. Rustbelt leaned into the trend to launch their summer drink menu, building a full production instead of a quick styled photo: a built set, costuming, sourced props, and a shoot styled to look like it belonged in a Texas Ranger's world, not a coffee shop's Instagram.

Results: The campaign pulled roughly 10,500 views across its posts and 744 total engagements, anchored by a teaser reel that built anticipation with 2.6K views ahead of the reveal and a centerpiece toast photo that landed 321 likes and 44 comments on its own — nearly half the series' total engagement.