Untamed

Lone River launches its creative partnership with country music icon Miranda Lambert in "Untamed," a new campaign created by Anomaly and produced by Park Pictures.

"Untamed" capitalizes on the emotional ethos of the traditional Western culture within the context of the modern world. South African director Jabu Nadia Newman helms the campaign, marking her first-ever project in the U.S.

Viewers are transported to the iconic Wild West in "Untamed." Set with the classic 'Old Western' backdrop of ranches, open fields, distant mountains, and beautiful horses, the ads embrace the duality of modernity and traditionalism. Finding the perfect balance between polished and rugged, the hero of the campaign, Miranda Lambert embraces her 'untamed' nature. In the spot, Miranda is set to be the star of a Lone River ad, however, she's not in the talent seat. As the director looks for her, viewers discover she's riding her horse with full hair and makeup, completely playing by her own rules. Meanwhile, the ranch hands cheer her on while sipping Ranch Water.

“The production of ‘Untamed’ reflects what we stand for as a brand and the foundation of our larger partnership with Miranda Lambert,” shared Founder & CEO of Lone River, Katie Beal Brown. “Working closely with Jabu Nadia Newman was incredible as she brought our vision for the campaign to life ... she perfectly captured the pioneering, ‘do-it-your-way’ spirit that built our business.”

The spots follow the theme of exploration, adventure, and individualism commonly associated with the traditional Wild West. The subtleties of Lambert doing her own thing on her own terms embody Lone River's nature.

"When directing these spots, I wanted to ensure the ethos of Lone River was reflected in every decision," shared Newman. "What I loved about this project is that we got to showcase different types of beauty - the traditional Hollywood flam juxtaposed with the rugged nature of the Western landscape. And we had the added bonus of a brand Ambassador like Miranda Lambert, who is unapologetically herself and helped us visually capture the individualism, adventurism, and sense of American self-reliance that Lone River is known for."