Behind the Lens of a Commercial Western Photoshoot in Texas

When Boot Barn called me to photograph a project with Dennis Davis, a bucking bull trainer in Texas, I knew it was going to be one of those shoots where everything lined up — the subject, the setting, and the story.

Dennis lives and breathes the Western lifestyle. His world is built around the kind of grit and determination that can’t be staged. That’s why people like Dana White trust him with their bulls, and that’s the kind of authenticity brands like Boot Barn want in their photography. It’s also the kind of work I love to produce.

From a production standpoint, shoots like this are where preparation meets adaptability. Bulls don’t wait for lighting setups, and Dennis can’t hit pause so we can get the perfect angle. The key is building trust, staying mobile, and knowing when to step in and when to step back. Every shot has to feel as natural as the dust and sweat in the air. So my tactic is to just be a fly on the wall, with the confidence that all my experience leads me to the right wall at the right time.

Working with Boot Barn meant balancing their brand vision with the reality of Dennis’ day-to-day routine that would both tell a story and sell clothes. We mapped out a shot list, but the best images came from leaning into what was happening in the moment: Dennis working a bull through the chute, quiet pauses between runs, the weathered textures of the arena, and of course action photos of the riders in action. Those unscripted moments are what connect an audience to a brand. For brands, that’s the value of hiring a photographer who has spent years documenting real Western culture. It’s not just about sharp images — it’s about telling stories that feel lived-in and true, while still delivering the polished assets a campaign demands.

Why Authenticity Matters for Brand Photography

Audiences are sharp. They can spot staged from a mile away, especially in the Western world. Photographing someone like Dennis Davis for Boot Barn wasn’t about staging cowboys and bulls — it was about showing the raw power and quiet pride of the work as it really happens. That kind of authenticity is what gives a brand’s imagery staying power.

What Brands Can Expect Working With Me

Every brand has its own story. My job is to translate that story into imagery that feels both true and visually striking. On shoots like this, that means:

Clear communication before the shoot to align on goals.
Flexibility on location to work with real-world conditions.
An eye for the unexpected that creates the strongest images.
Fun - if we can’t have fun on a photoshoot while still getting the job done, then you’re in the wrong business.
Deliverables ready for campaigns across print, web, and social.

That’s the same approach I bring whether it’s a shoot for Boot Barn, a fitness campaign, or photographing working cowboys in the middle of Nevada. So if your brand is looking for imagery that feels as real as the people wearing your gear, I’d love to help bring that story to life -rob@robhammerphotography.com

To view the short documentary Boot Barn made about Dennis Davis go HERE.

To view more of my Western cowboy photography go HERE.