DEPARTMENT SHOWCASE:
LUBBOCK, TEXAS
Recruitment Film, Lateral Campaign
Lubbock PD, located in the Texas Panhandle, serves a city of 272,000 with just under 500 sworn officers.
In 2026, the department partnered with Ten41 Media to produce a recruitment film built for one audience: experienced officers looking for their next department.
THE BRIEF:
Many recruitment videos are built for the 22-year-old who has never worn a badge.
Inspiring music, handshakes, and day-in-the-life footage. That can work for entry-level hiring. It does nothing for a seven-year officer sitting in another city deciding whether a lateral move is worth it.
Lubbock wanted a dedicated lateral push. Laterals already know what the job is. They are not asking "what is police work like?" They are asking "what would it be like to do this job there?"
The department needed a film that answered that question with confidence, not committee-approved pleasantries.
THE APPROACH
We built the film around pre-selected speakers from inside the department, officers whose stories would speak directly to someone weighing a move. We know there’s a difference between sound bites that sounds like a press release and those that sound like truth. Laterals can smell the difference too.
Then we matched the visuals to the audience. Rock soundtrack. Weapons platforms. Explosive breaching. The units and capabilities a veteran officer wants to see before uprooting to a new city.
Production was planned around the department's operational tempo, with a crew footprint sized to capture cinematic action without disrupting a working agency of 500 officers.
THE OUTCOME
The films now anchors Lubbock PD's lateral recruiting efforts, giving the department something no job posting can offer: a visual of a lateral officer’s next career destination.
