Gabriela Portillo
CREATIVE PRODUCTION
A Legacy of Craftsmanship
Lucchese Bootmaker, HR Recruitment Video
The recruiting video was a project created for Lucchese’s HR team to support artisan recruitment for the El Paso factory. Filmed during the Employee Appreciation Day celebration, the piece highlighted the craftsmanship, people, and culture behind the factory through authentic, on-site moments.
The goal was to capture the pride of the artisans and provide potential recruits with a genuine look into the work environment, helping communicate Lucchese’s values, heritage, and commitment to handmade quality.
My role:
Creative Production and Creative Direction
Executed end-to-end creative production and contributed to the creative direction for the recruitment campaign at the El Paso factory. I helped shape the creative vision to align with recruiting objectives, developing concepts that authentically showcased Lucchese's craftsmanship, culture, and workplace environment.
I coordinated production logistics, collaborated with internal stakeholders and production partners, guided on-set execution, and ensured the filming captured genuine moments of artisans at work. From concept through final delivery, I oversaw the seamless execution of the project, creating content that effectively communicated the brand's values and workplace culture while attracting prospective talent.
Team:
🎥 Brian Freeman