Studio Butch

Meet Mazama the tire bull. Yes, you could ride him.

The idea started as a wild-card thought at the end of a creative review and quickly became the beacon for the space. Some called him the mascot of the Deschutes County Fair. We called him an icon.

Alongside the wildly talented team at matchlessbuilds we painstakingly designed, engineered and crafted him entirely from Mazama tires - the premium line that Les Schwab Tire Centers makes. We obsessed over every detail, from silhouette and proportion to making tire tread read as muscle.

After the fair, Mazama traded the show ring for a permanent home in the lobby of the Les Schwab headquarters.

Part sculpture. Part mechanical feat. All attitude.

Some ideas look great on paper. This one bucks.

Photos: CB Photography
Video: Summer Ei Wuerthner

Welcome to the Blue Ribbon Club - where the hardest-working kids at the fair got the VIP treatment.

FFA and 4-H exhibitors put months of work into fair week. Les Schwab Tire Centers wanted them to feel every bit as celebrated as the elite athletes they are.

So we created a place for them and their families to cool off, recharge and be recognized: a wall celebrating the exhibitors, family photos, complimentary boot shines, limited-edition swag, cold drinks, snacks and custom shortbread cookies from our friends at The Sparrow Bakery

One parent called it “the Soho House of the Fair.”

We couldn’t have written it better.

📸: CB Photography
Build: matchlessbuilds
Deschutes County Fair & Expo

This is what it looks like when a sponsorship becomes an experience.

For five days, we helped Les Schwab Tire Centers transform a corner of the Deschutes County Fair into a full brand expression - equal parts hospitality hub, community celebration and tire-fueled fun.

There were lasso lessons, boot shines, limited-edition swag, a club created especially for FFA and 4-H exhibitors - and Mazama, a mechanical bull built entirely from tires.

And, of course, there was the iconic Les Schwab popcorn. We handed out 12,300 bags over five days.

Meet a different side of Les Schwab.

Video: Summer Ei Wuerthner
Photo: CB Photography

Deschutes County Fair & Expo

Small savings. Big dreams. Very big rocket. 🚀

Inspired by a piggy bank and reimagined as a rocket, this kid-friendly activation brought embarksavings ’ “Embark Now, Go Far” campaign to life at the Oregon Zoo - right next to the tigers.

We partnered with Thesis to turn the campaign into a larger-than-life experience filled with branded coins and plenty of future-sized possibility.

At the Atmos Rewards Unlock Shop, every fan could make Matchday Club their own.

Guests were greeted with a personalized Matchday Pass featuring their Atmos Rewards status, unlocking tiered levels of swag, customization, and access. Inside, flags, pins, heat press graphics, and other customizable elements invited fans to represent their country and gear up their way.

And because every journey inspires the next, guests could add a paper-airplane pin to a world map marking their next dream destination. 🌎 ✈️

Your status unlocked the experience. Your story made it personal.


Atmos Rewards Alaska Airlines
📸: Josh Partee CB Photography

Where travel meets sport. ✈️ ⚽️

For Matchday Club, our creative approach brought Atmos Rewards’ world and the global game together in unexpected ways.

The Cloud Deck—a VIP mezzanine exclusively for Titanium members—sat inside a floating cloud made from soccer balls. Below, hand-painted balls mapped Alaska Airlines’ global flight routes beneath the big screen, turning familiar objects of the game into a celebration of connection and discovery.

A little sky. A little stadium. One shared world.

Atmos Rewards Alaska Airlines
📸 Josh Partee CB Photography

We took the Pride celebration of the Away collab with Willie Norris to West Hollywood - with an airbrush artist tagging bags, a baggage unlock giveaway, a conveyor retail shop, and peek hole bags playing content.

The baggage you need, the baggage you don’t, the luggage for both. 


Celebrating Pride with the Away X Willie Norris collab in Brooklyn - with peek hole bags playing content, drag performances, and empanadas (why not).

Glow & Go. Literally.

Inside the tunnels, guests moved through Fenty Beauty’s 3-step glow routine in motion - a fully immersive experience designed to keep up with you.

No standing still. No skipping steps. Just glow.

📸: