The American Cowboy is an archetype. It lives in our collective conscious representing the love of the land, care for its creatures, and the hard work that affords freedom. It is a romanticized analog in our digital age. Today, the cowboy is a fluid figure represented by many races, cultures, and genders, presenting a more varied image than ever before. By building strong relationships, being open and curious, we aim to tell the stories of these modern cowboys. We do this to permeate the American consciousness and transform the narratives we tell about each other.