SLO CAL Crafted

SLO CAL Crafted is a countywide initiative created to spotlight the diverse makers, artisans, and crafters who shape San Luis Obispo County’s creative identity. Designed to celebrate the region’s handmade spirit while supporting small businesses, the program offered free, high-quality marketing to local makers—and positioned the Central Coast as a destination for culture, craftsmanship, and creativity.

As project lead and creative director, I oversaw the initiative from concept through launch. This included brand management, stakeholder alignment, campaign rollout, and full creative production. At the heart of the project was a video series I developed and produced, featuring local artisans—from surfboard shapers to ceramicists to apothecary founders—capturing their process, philosophy, and connection to place. I wrote the scripts, directed the creative, and coordinated directly with each featured business to ensure their voices came through authentically.

The SLO CAL Crafted program was not just about visual storytelling—it was a values-driven campaign built to support economic vitality, deepen local pride, and help visitors connect with the soul of the region. Every touchpoint, from the tone of the voiceover to the rhythm of the edit, was crafted to reflect the authenticity and artistry of the people behind the products.

This project reflects my passion for community-centered creative work, where brand storytelling, local economic development, and human connection intersect.

Demonstrated here are just a handful of the videos created. The project is still in operation and the organization continues to produce new videos regularly.