THE CHALLENGE
Fueled by the courage to face the unknown and the determination to protect what matters most, Customs and Border Protection's (CBP) partnership with Professional Bull Riding (PBR) highlights a shared spirit of resilience and grit. In the arena, bull riders confront untamed power, trusting their instincts and training to endure. On the frontlines, CBP Agents embrace equally unpredictable dangers, relying on their skills, teamwork, and unwavering commitment to safeguard our nation. Both face the challenge head-on, knowing that every second counts and every decision matters. This partnership
celebrates a tradition of strength, bravery, and an unyielding resolve to defend what’s important—leaving a legacy of honor, pride, and purpose.
celebrates a tradition of strength, bravery, and an unyielding resolve to defend what’s important—leaving a legacy of honor, pride, and purpose.
The goal of this recruitment video was to inspire and attract individuals who possessed the same courage, determination, and sense of duty exemplified by CBP Agents and Professional Bull Riders. Through its compelling imagery and powerful narrative, the video successfully conveyed the parallel between the raw intensity of bull riding and the unpredictable challenges faced by CBP Agents. By emphasizing themes of bravery, teamwork, and the fulfillment of protecting a legacy, the video resonated emotionally with potential recruits, inviting them to take on a role where they could make a difference and be proud of the impact they left behind.
Selling the CBP-PBR recruitment video concept to key stakeholders at both organizations relied on using storyboards and scripts to bring the idea to life. Storyboards helped visualize how the shared values of courage, resilience, and teamwork would connect bull riding with CBP’s mission, while the scripts laid out the powerful messaging that would resonate with recruits. This process was crucial to get everyone on the same page and ensure the video reflected the goals of both CBP and PBR. By clearly showing the vision, it built confidence in the concept and paved the way for a powerful final product.
Adding photography to the campaign brought another layer of impact, capturing the raw emotion and intensity of both bull riding and CBP’s mission. These powerful images highlighted the grit, courage, and teamwork shared by both worlds, creating visual moments that resonated deeply with the audience. The photography not only complemented the video but also gave the campaign versatile content for recruitment materials, making the message even more dynamic and memorable.
