- AIRWOLF
- Apr 13
- 4 min read
Updated: Apr 20
We recently wrapped aerial work for Boot Barn’s Spring campaign, Westward, filmed on location in Marfa, Texas. Marfa Texas is one of those places that does a lot of the heavy lifting for you. Wide open land, long horizons, and almost no visual clutter. It’s simple, but that’s exactly why it works. You can place a subject anywhere in frame and it immediately feels intentional.
There’s also a contrast to the town itself. It’s deeply rooted in western culture, ranch land, horses, working cowboys, but at the same time known for its art scene and minimalism. That combination gives it a unique look that translates well on camera.
And then there’s the coffee for a small town in the middle of West Texas, the coffee scene in Marfa is surprisingly solid. Early call times hit a little easier when you know you’re getting a good cup before heading out into the desert. It’s a small detail, but on long shoot days, it matters more than you’d think.
When visiting Marfa, check out The Sentinel Marfa for a great cup of coffee!
Marfa Texas filming, with the DJI Inspire 3
All aerial coverage for this campaign was captured using the DJI Inspire 3.
At this level, it’s less about specs and more about reliability. When you’re working with moving subjects, especially animals and vehicles, you need a system that’s ready to go when everything lines up.
The Inspire 3 allows us to move quickly between setups without slowing production down, while still delivering a cinematic image that holds up in a commercial campaign.
Lens Choices — 50mm and 90mm
We kept the lens package focused:
50mm — handled the majority of coverage with a natural, balanced perspective
Our Viltrox 90mm — introduced compression and a more cinematic look
Using Compression with the Viltrox 90mm DL Lens
The Viltrox 90mm DL lens became a key tool on this shoot. On the Inspire 3, it compresses the landscape, pulling distant terrain, dust, and horizon lines into the subject.
In a place like Marfa, Texas, that completely changes the image. Instead of feeling open and spread out, the frame gains density and scale. Background elements stack together, making movement feel more cinematic—especially with horses and vehicles tracking through the desert.
Why the 90mm Stands Out
Strong subject isolation while keeping the environment present
Compressed backgrounds that add weight and scale
A more refined, cinematic look straight out of camera
The Tradeoff
The tradeoff is precision. Framing tightens, timing matters more, and communication between pilot and operator has to be dialed.
But when it works, the difference is immediate.
Filming with Horses, Cowboys, and Vehicles
This campaign had a mix of movement that required constant adjustment.
Horseback Filming Techniques
Horses are unpredictable, but they move in a way that naturally translates well on camera. The key is matching their pace and giving them space.
Motorcycle Filming Approach
Motorcycles allow for more aggressive tracking. Speed and direction are consistent, which opens up tighter, more dynamic shots.
Semi Truck Filming for Scale
Trucks bring scale. Slower, heavier movement combined with longer lenses creates a strong sense of presence in frame.
Across all of it, the job becomes less about flying and more about synchronization, matching speed, direction, and framing in real time.
Crew Behind the Westward Campaign
This was a full-scale production, and everything worked because the team was dialed.
The campaign was led creatively by director Brodie Sweeney, with cinematography handled by Taylor Finlay and Max Aldrich. On the stills side, photographers Nicholas Dupuy and Eric Cain were capturing alongside motion, adding another layer of coordination across departments.
Aerial was handled by Wolfgang Weber as drone pilot, working alongside Rob Watt as Aerial DP, integrating closely with the ground team to match movement across horses, vehicles, and talent.
Grip and electric were led by Gaffer Dan Leonard and Key Grip Colton Wilie, with support from Best Boy Josue Segundo, maintaining consistency across multiple locations and lighting setups.
Production was led by Clifton Askew and Kyle Frey, supported by a full team including production coordinator Madison Clapp and additional crew handling logistics, transport, and talent movement throughout the shoot. With multiple locations ranging from the Stardust sign to ranch setups outside of Marfa Texas filming, the entire production required constant movement and tight communication between departments.
Final Thoughts
The Westward campaign came together the way these shoots ideally should.
Strong location. Clear direction. Experienced crew. The Inspire 3 with the 50mm and 90mm gave us the flexibility to move between wide environmental shots and tighter, more cinematic moments without slowing production down. From there, it’s just execution.
CHECK OUT THE VIDEO HERE
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