Responses by Mauricio Alarcon, founder/creative director, Conquistadors
Background: The original purpose was to help New Yorkers avoid a second wave of infections. We found that art, optimism and the celebration of humanity was the way to talk to our audience who are all diverse in race, sexual orientation, age and social backgrounds.
Reasoning: When we self-initiated the project, we had the feeling that there was something bigger than just the message “Wear a Mask.” We saw a visual similarity between the outline of the state of New York and the mask. We were in front of something that could be iconic; something symbolic that could make New Yorkers feel proud of themselves, especially in these hard times. But we also thought that this visual idea could only be perceived as iconic if we meticulously crafted it that way. We wanted to convey the important health message in an optimistic way,