Project 01
Lucchese
American Made
A heritage bootmaker shot like a Western: craft, character, and the people who still make it by hand.
Lucchese has made boots by hand since 1883. The brief was not to sell a boot. It was to make you believe in the people who cut, last, and stitch it.
We built the campaign like a Western: real light, real hands, real wear. The work moves between the cutting table and the open country the boots are made for, holding the line between heritage and a brand that still ships today.
“You can photograph a boot anywhere. You can only photograph the hands in El Paso.”The West Studios, on Lucchese
Hunter Bell