Creative Advertising for a Neighborhood on the Rise
March 2017 – June 2018
With leading support from the Knight Foundation, Taller Puertorriqueño is enlisting online marketing strategists AMerican MEdia Output (AMO) to devise a destination marketing-style tactical art campaign featuring the up and coming Fairhill neighborhood.
With the local real estate market booming and new residents moving in, the community is reasserting its presence in the city.
This project, working title: Operation Sunrise, will challenge the community’s image of itself, as well as the opinions of those from outside Fairhill. From a broader view, the project takes on a critical role, by questioning the politics of branding.
Using data gathered from focus groups, interviews, and statistical surveys, AMO will develop a comprehensive, integrated marketing strategy for the area, aggressively promoting its up-and-coming status across diverse media. This project will draw on the inherent beauty of the culture in the area- the artistic style, strong personalities, and thriving network of businesses and organizations. Be on the lookout for digital and print ads featuring the sizzling sights and sounds of Philly’s most flavorful Barrio along N 5th and N 6th Street.
AMerican MEdia Output (stylized to highlight its artists’ initials) is an online brand design and marketing agency focused on travel and tourism. Established by artist duo Escobar-Morales, AMO’s marketing concepts present alluring imagery that provokes thought and dialog about contentious political topics such as immigration and gentrification. AMO’s projects co-opt advertising and social techniques to comment on social place and culture. Their projects weave art with the community, engaging locals in important discussions affecting their interests and perceptions in society.
About the Artists:
Escobar-Morales is a partnership between artists Maya Escobar and Andria Morales. Based in Chicago and New York respectively, they produce digital media and performance art that explores identity politics in real life and online. Their exhibitions and performances include Yo Soy Oro (2014) with Taller Puertorriqueno; The Resurrection of Hun-Nal-Ye (2012), Jolie Laide Gallery, Philadelphia and Bruno David Gallery, St. Louis; Papeles: Are We What We Sign? (2012), Painted Bride Art Center, Philadelphia; and Wonder Women 6: New News is Old News (2011), Gallery Afferro, Newark and Gowanus Studio Space, Brooklyn. Publications include The Philadelphia Inquirer (2014), People of Print (2015), and Jewcy (2011). Maya Escobar received a BFA from the School of the Art Institute of Chicago (2007) and an MFA from Washington University in St. Louis (2009); Andria Morales received a BA from the University of Pennsylvania (2004) and an MFA from Tyler School of Art, Temple University (2008).