The shape of New York becomes a mask in the MTA's colorful poster campaign

Brooklyn agency Conquistadors tapped artists around the globe to create visually arresting pieces

Published On
Sep 14, 2020

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New York has managed to keep the COVID-19 curve flat since June, and Governor Andrew Cuomo just announced that it just reached its 38th day with coronavirus infections below one percent. As the state begins to further open up and public transportation resumes, the New York MTA wants to make sure that its residents remain diligent about wearing face coverings with a campaign that turns the outline of the state into a “mask” in a series of stunning posters.

The campaign, titled “The State of Respect,” was created out of Brooklyn agency Conquistadors, founded by industry vet Mauricio Alarcon. To create each poster, Alarcon worked with production studio VERSUS to assemble a dozen artists from all over the world, including New York, Sydney, Rotterdam, Amsterdam and Buenos Aires. It effort accompanies the MTA’s announcement today that public transport patrons who refuse to wear a mask will be fined $50. 

In an effort to appeal to a broad demographic, the posters feature a range of styles, from photo illustration and cubist to geometric and illustrative, as well as diverse subjects across age, gender and race.

"The goal here is to achieve universal mask compliance," said Patrick J. Foye, MTA chairman and CEO in a statement. "This is about saving lives, not generating revenue and we'll work with a range of law enforcement personnel to make sure everyone is given every possible opportunity to wear a mask.”

The campaign follows the MTA’s pilot program that debuted in July that introduced surgical mask dispensers on buses across 15 different routes as well as the organization’s PPE vending machine pilot on NYC transit, the Long Island Rail Road and Metro North. 

Credits

Date
Sep 14, 2020
Client :
MTA
Agency :
Conquistadors
Executive Creative Director :
Mauricio Alarcon
Strategy & Development :
Chris Roan
Artist :
Magnus Voll Mathiassen
Artist :
Hisham Akira Bharoocha
Artist :
Xaviera Altena
Artist :
Calvin Sprague
Artist :
Tom Brolga
Artist :
Josefina Schargorodsky
Artist :
Ana Jaks
Artist :
Monique Aimee
Artist :
Raul Urias
Artist :
José Ibañez
Artist :
Eline Van Dam
Artist :
Ni Strada
Designer :
Gabi Guiard
Designer :
Guillermo Fernandez
Designer :
Carles Puig
Production Studio :
Versus
Executive Creative Director :
Justin Barnes
Editorial Director :
Brian Sandford
Executive Producer :
Rob Meyers
Artist Management :
Hugo & Marie
Production Coordinator :
Gina Polverini
Artist Management :
Closer & Closer
Production Coordinator :
Jacqueline Roberto

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