Gabriela Portillo
CREATIVE PRODUCTION
The Living Cowboy
Lucchese Bootmaker, TV Commercial
The Living Cowboy project was a branded campaign for Lucchese—and also the brand’s first-ever television commercial—that explored the duality of modern cowboy identity, balancing authentic ranch life with the cultural and fashion-driven image of the American West.
Through film and photography, the project highlighted real working cowboys and Western craftsmanship, while connecting these elements to Lucchese’s heritage as a luxury bootmaker. The campaign positioned the brand at the intersection of tradition, functionality, and contemporary Western storytelling.
My Role:
Associate Creative Producer
I represented the brand throughout the production process, supporting the project from pre-production through final delivery. My responsibilities included coordinating product logistics, ensuring all wardrobe and boots were ordered and delivered for the shoot, creating product and look guides, and overseeing product presentation on set to ensure and maintain Lucchese's brand standards throughout the shoot. I worked closely with the creative agency, internal stakeholders, and production partners to help execute the campaign successfully.
Team:
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🎥 Videography: KAMP
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📸 Photography: KAMP
