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New Advertising Work: New Mexico State Tourism


I was recently commissioned by M&C Saatchi to work on the latest campaign for New Mexico State Tourism. As the copy suggests, the theme is to showcase the modern art and the natural beauty the state has to offer. The agency chose Georgia Okeeffe’s 1935 painting, Ram’s Head White Hollyhock and Little Hills, to symbolize modernity and the natural beauty of Ghost Ranch in Abiquiu, NM. The colorful terrain of Ghost Ranch inspired some of the painter’s most famous landscapes and once wrote: “[the] cliffs over there are almost painted for you — you think — until you try to paint them.” Abiquiu is located 63 miles northwest of Santa Fe and served as Okeeffe’s residence from her first visit in 1934 till her death in 1986.

The goal was to create a scene from the perspective of O’keefe as she faced her finished work and the surrounding landscape, bringing our two themes together. The challenge was, although O’keeffe drew much inspiration from actual physical locations, she worked within the themes of modernism, loosely interpreting with abstraction. With the help of my Frankfurt based digital team, Mainworks, the art department headed by David Baca, and a fortuitous scout day, the concept came together nicely.

Production stills after the jump.

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