Illustration, Art Direction, Package Design
Client: New Mexico Department of Tourism
Agency: TKO Advertising
Executive Creative Direction: Raul Garza
Creative Direction: Noe Perez
Account Manager: Monica Alas
America Advertising Federation, Gold Award: Art Direction; New Mexico AAF
America Advertising Federation, "ABQ 30 Award": 1 of 30 greatest ideas of the year
America Advertising Federation, Silver Award: Direct Mail; New Mexico AAF
Tasked by the New Mexico Tourism Department, TKO Advertising embarked on a mission to capture the attention of influencers, encouraging them to venture beyond the popular spots and uncover the "hidden gem" destinations that lie waiting. I art directed and illustrated this limited-edition series of boxes, designed with distinctive icons representing the state's "hidden gem" destinations. My intent was to create more than just an attractive box – I aimed for a story, a call to explore and delve deeper into the hidden wonders of New Mexico.
This project was awarded the NM American Advertising Federation's Gold Award for Art Direction, ABQ 30 Award, and the Silver Award for Direct Mail.