'COWBOY UP'

‘COWBOY UP’ uses spectacle to carry a serious idea. The image is intentionally over the top—a shirtless cowboy in chaps and boots, rainbow belt buckle flashing, riding a bomb through the sky while spinning a lasso that twists the words “Cowboy Up” into the air.

Beneath that bravado is a contradiction I keep coming back to. Again and again, the people most exposed to danger, risk, or marginalization end up modeling the deepest forms of strength and grace. Not dominance. Not posturing. Survival, resilience, and presence under pressure.

The phrase “cowboy up” usually signals toughness. Here, it’s pushed to absurdity, asking what strength actually looks like—and who is expected to carry it.

This work is part of my Other Works body of work.