These posters are for One Club ad competitions brief for Organic clothing by John Patrick. The clothing is made from organic and sustainable materials. The copy is by Mariana Sánchez Maciel and art direction by me. These posters can be posted at boutiques that this line is held and print ads inside of Harpers Bazaar, Vogue, and Marie Claire.
After seeing over a thousand people march the streets of Los Angeles with United Farm Worker flags and shirts I manually screen printed, I recognized the power of design for motivating a movement and how my craft promotes it. My boss placed his hand on my shoulder and said, “Good job, Joel,” as we watched the news. This was worth an unmeasurable amount more than any paycheck he had ever given me. Truly creative people tend not to be motivated by money, that is why few of us have any.
Fast forwarding years, I was in a music lounge and spotted a crowd of people surrounding a lady. It was Dolores Huerta, co-founder of the UFW sitting with her family. I want to introduce myself and say “Hi” but I never been so nervous in my life. Eventually I stood in front of her and said, “Hello Mrs. Huerta, I just wanted to tell you hi and how much I appreciate what you’ve done for migrant workers.” half-way through talking to her I felt my eyes welling up and air shooting up my chest. She said, “You’re welcome, mijo. What’s your name?” After I told her my name I confessed that I have been in her house before when I was younger and didn’t know who she was then. I told her that she took in a run-away I knew and he invited me over to this house with what looked like a shrine of this iconic black falcon on red flags over the fireplace. Learning what this logo stood for made me want to recreate that powerful imagery as an art director to tell a brief story that will last a lifetime.
I found my passion as a Graphic designer to the extent that it’s part of my work and play. The sense of satisfaction grows immensely every project I involve myself in. I spent hours doing pro-bono research for a documentary Called “Justice for My Sister” about domestic violence in Guatemala. The film is about a woman named Rebeca trying to find and hold her sister’s killer accountable while raising Adela’s three kids she leaves behind. I took on this work for the challenge to come up with a design that encompasses the whole film in one shirt design. The shirt design I did for the director was a picture of a stack of files of un touched reports of domestic violence from the film that says across the bottom “Fight for the Past, Present, and Future.” In Guatemala 6,000 women have been murdered in the past decade and only 2% of those killers have been sentenced. The stack of files represent someone whose case has fallen on deaf ears in the past or someone you know may be part of this stack some day. The design not only tells a story but invokes a movement to do something about crimes against women. The director loved the design and sales from the shirts will help her tour around the world with her film. Knowing this message is going to be felt around the world keeps my passion strong and create opportunities to use design for voices that may be otherwise unheard.
Advertising to most of America is know to be selling lies and misleading. Nick Cohen from Mad Dogs and Englishmen visited the Academy of Art and told me, as advertisers we are the least likely to be trusted as a profession. I had a feeling that this was true but I didn’t know how true it was. Politicians are trusted more than us. So there is truths and then there is the absolute truth.
The most powerful ad I have ever seen was for breast cancer awareness. It was a woman in her late 50’s with white wavy hair in her running shorts and tank top. The full body shot was her with her hands on her hips looking up with an empowering smile. Big white sans serif type started from top going all the way to the bottom in a 25% opacity that says “DESPITE MY LOSS, I HAVE WON.” You don’t have to look closely because this woman is at a quarter turn so you see that she is missing one breast. Till this day I can feel how powerful this image and message is in my heart. The message is so black and white because its the absolute truth and thats best form of advertising. If I were to improve upon this ad it would to make more like it of different women with a synopsis of their story to share with the world. Millions of pink ribbons are cute but true stories of overcoming death speaks in volumes.
Gaining experience in advertising as a Latino in a field dominated by White males I am conscious of my ability to bring diversity and confront the lack of authenticity. I want to make advertising for everyone and for more than selling a product, but to evoke truth and knowledge because there is power in both. Bolthouse Farms, a company based in Bakersfield and the largest producer of carrots in the world, recently had a juice ad campaign in Powell BART station that read: “Drink a Bottle. Thank A Farmer.” Being a third generation Latino from the Central Valley where the United Farm Workers movement began, the word farmer seemed misleading to me because I know most people that produce their products are migrant workers. Researching their past advertisements, I found they never mention or show who is really producing their product. After posting my feelings about their ads through my social media, a representative from Bolthouse replied with contact information to discuss my view. I am currently gathering a team of students to offer a more authentic advertising perspective with the faces of the people that actually handle the produce from the field to people like my step dad who delivers the Bolthouse truck loads around California.
I want to be part of MAIP to gain more experience and networking with multicultural creatives for different perspectives on how to create a more truthful solution to represent this company. Design can be used in many ways and advertising appeals to me because it is story telling with design through an unlimited amount of platforms. There is many ways to see more diversity in the advertising industry and make more truthful brands.
Drive Now is a premium electric car sharing service that uses BMW’s Active E cars. This campaign is to focus on the rear of the car to show that there is no muffler to these cars which means zero emissions and cleaner air for your city.
This video is for my 2014 MAIP (Multicultural Advertising Internship Program) application That me and my friend Joseph Hernandez created (Many Thanks). The script, characters, sets, wardrobe, acting, and were put together by me and I had a friend help me film, do audio, and edit the video. The video was me kind of making fun of how these videos have to be bragging about them selves. So if I was going to brag it was going to be over exaggerated. I would rename this talk show to “More About Me” if not for the MAIP application. The host was supposed to be serious and more monotone art critic type and the guest was me which would be the contrast of the host character. Tito’s commercial was to show a creative, funny, low budget, love of creating characters and story telling that I love to make. If I could do stuff like this for the rest my life, retirement would never enter my mind.
This billboard is for Art.com. It show cases the wrap artist Cristo. It’s not to push what art you should have in your home, or office but for you to imagine what art should be. Curate your own spaces.