“#MoreArtforLA” is an advertising design campaign for the city of Los Angeles that aims to expose the public to more fine art. Decades ago, fine art – such as drawing, painting, and sculpture -- dominated historic European societies, and vitalized communities. Instead of the singers, actors, and models we idolize in modern-day America, it were visual artists such as Da Vinci and Michelangelo who were looked up to as ‘celebrities.’ In 2016, one can still visit places like Greece, Florence, and Madrid and be surrounded by art. During my time abroad, I found that regardless of socioeconomic class, fine art existed in the homes of many European families. Art is valued and almost treated as a necessity there, but in America, it seems to be slowly disappearing, and less appreciated by the mainstream as the digital age continues to rise.
L.A. is a unique city with a booming creative culture. Often referred to as one of the street art capitals of the world, it offers its inhabitants colorful murals and graffiti that can be admired from almost any street corner. This ad campaign, which takes the form of billboards, bus benches, banners, and visual projections on iconic spaces, supplements what L.A. already offers by utilizing everyday commercial platforms as vehicles that insert fine art imagery into the public realm. Where people would expect to see advertising for the next big blockbuster or a mundane insurance agency, they would find the work of an established artist native to their city instead. #MoreArtForLA is a movement that breaks barriers between the fine art world and general public, creating a valuable place and purpose for fine artists, such as myself, in the ever evolving modern society we live in today.
As a visual artist, I not only value my craft, but also understand its relevance and importance in society. It is important to me to share that sentiment with those who may not necessarily make art, or realize its potential to enhance and contribute to their everyday lives. Art is everywhere we go, from the structures and buildings we walk past downtown, to the menus we hold sitting in restaurants. My work as a designer seeks to illustrate how more traditional forms of art can fit into our daily routines the same way magazine advertisements and the graffiti on sidewalks do.