A High-Impact Recruitment Campaign for Santa Cruz Police Department

At Glacial Etch Media, we believe every story worth telling should feel as powerful as it looks—and Santa Cruz Police Department’s recruitment campaign is no exception.

This wasn’t your average recruitment piece—because SCPD isn’t your average department. Together, we set out to create something bold, cinematic, and authentic that could truly capture the heart of what makes this team unique.

One of our most ambitious productions yet:

• Over a dozen unique scenes carefully woven into a dynamic 50-second deliverable

• Beach patrols on ATVs and motorcycles winding along West Cliff

• A top-tier K9 unit in action

• SWAT drills that looked straight out of a feature film

• And yes—a camera quite literally mounted on a rifle to capture the intensity up close

  
  

From the very first planning meeting, the goal was clear: to craft a recruitment video that goes far beyond check-the-box footage, and instead spotlights the action, teamwork, and community-driven spirit that set Santa Cruz PD apart.

The final product is a fast-moving, high-energy piece designed to inspire the next generation of officers and give viewers a genuine feel for the work and the people behind the badge.

We’re incredibly proud of how this project came together and grateful to Santa Cruz Police Department for trusting us with telling their story.

If your organization is ready to move beyond standard videos and capture what truly sets you apart, we’d love to talk. Discover more of our cinematic storytelling work at glacialetchmedia.com.