OHSO COLLECTION
mugshot campaign - sometimes we are guilty of good things
A woman was walking down Broadway. Her outfit was elegantly slumming. Her style was aggressively nonchalant. Her aura exuded ambition. At the same time a New Yorker and her friend visiting from out of town crossed paths with this woman. The visiting friend looked at the woman in awe, as her New Yorker friend turned and simply said…
“That’s Oh, So NYC”
OHSO Collection
TRUE STORY.. Except I was the out of towner showing another out of towner… lol
OHSO is a project that started as an idea in SoHo, NYC. It is wordplay on SoHo, and a saying: “That’s OH, SO New York,” when describing or referring to something stylish, unique, and ambitious. This was one of the first projects Noel J. Calubaquib and Ryan Azia did together as a team.
MEDIUM:
Our concept is based on passion. For some, passion is their guilt, and others are just simply guilty of being passionate.
In order to convey this passion into art, we use a Mug shot as our present medium.
The mugshot was integral in our growth process. We created a market our of nowhere, and we were successful in doing so. People took the mugshots and used them for flyers and their profile pics. To this day, almost ten years later, the stoic images of our subjects stand strong, as well as, the message and meaning behind their passion and guile.
This is probably the most important project that Noel and I collaborated on. We learned so much from this project.