Gabriela Portillo
CREATIVE PRODUCTION
Recent Projects
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On-White Photography
On-going
The Living Cowboy
August 2024
A Legacy of Craftsmanship
On White Footwear Photography is a studio product shoot focused on capturing clean, high-detail imagery of footwear on a white background for e-commerce and marketing use.
November 2024
Lucchese x El Paso Bootmakers
The Living Cowboy is Lucchese's first-ever television commercial, celebrating the timeless spirit of the modern cowboy through cinematic storytelling. The campaign highlights the craftsmanship, heritage, and authenticity that define the brand.
The recruiting video was a project created for Lucchese’s HR team to support artisan recruitment for the El Paso factory.
August 2025
A collaborative campaign celebrating Lucchese’s craftsmanship and heritage alongside the El Paso Bootmakers, an alternate identity of the El Paso Chihuahuas baseball team.
Botanica
January 2025
Botanica was Lucchese’s spring campaign that presented the collection through a floral-inspired visual direction rooted in softness and seasonal elegance.
Rodeo Ready
Spring 2025
Rodeo Ready 2025 introduced Lucchese’s Rodeo Ready collection, a modern interpretation of Western style, blending elevated styling to create versatile imagery for seasonal and cross-channel use.
American by Heritage
July 2026
American by Heritage campaign was Lucchese’s 4th of July campaign celebrating Western heritage through a refined, patriotic visual direction centered on timeless American styling and craftsmanship.
The Last Comes First
Spring 2025
Last Comes First was a Lucchese campaign showcasing the El Paso factory and artisans in detail, highlighting craftsmanship, process, and the people behind each handmade product.
The Sound of Leather
Spring 2026
The Sound of Leather launched Lucchese’s Spring 365 collection, featuring Billy Gibbons and Brandon Sklenar.
E-comm Look Guide
On-going
Lookbook Shoots are seasonal lifestyle photography sessions that showcase Lucchese's latest collections through styled, on-model imagery. The content is used across marketing, digital, retail, and e-commerce channels to highlight the brand's products and seasonal creative direction.
Metallic Rose
November 2024
Metallic Rose was a launch campaign introducing Lucchese’s metallic boot collection through elevated styling and a refined visual approach that highlighted craftsmanship and finish.
Made in Italy
Fall 2025
Made in Italy I was a campaign highlighting Lucchese's Italian-crafted footwear. Showcased the collection's blend of Italian artistry and Lucchese's commitment to quality