January 15, 2018 (New York, NY)
Gravity, a part of the Dentsu Aegis Network, introduced its America CMYK initiative to expose, educate, and expand the way marketers and the advertising industry should view culture.
America CMYK is presented in the form of a soft bound, coffee table style book. Gravity chose to name this initiative after the cyan, magenta, yellow, black (CMYK) color model which is a subtractive color model used in color printing. The initiative elevates the view on culture and how the mixing and overlapping of individual cultures—like color—is what shapes the diversity of our nation.
This photo journal of diverse cultures, all found here in the U.S., was done in collaboration with some of the country’s most innovative and renowned photographers. Each takes a deep dive into evolving cultures and subcultures from old to new, demonstrating how cultures go beyond ethnicity. These wonderful artists and photographers include: Bobby Rogers, Angela Ruby Jones, Michael Hanson, Leandro Viana, Christopher Churchill, Sasha Maslov, Hatnim Lee and Gravity’s very own Alexander McMichael.
“We believe that how many view cultures can be a bit narrow,” stated Rohan Juneja, creative director at Gravity. “Culture goes beyond ethnicity, and many cultures and subcultures can be true hidden gems for our clients and for marketers.”
Gravity chose to collaborate with the identified artists and photographers so that the world could follow the stories of these communities and cultures through their lenses. Gravity consistently and diligently works to better understand and communicate with the everchanging diversity and culture of our country.
To request a copy of America CMYK while supplies last, please send an e-mail to email@example.com with your full contact information.