Ricardo Miranda Zúñiga

Structural Patterns

Reflections on Art, Technology and Society

Archive for the ‘NYC’ Category

Spring 2024 School of Practical Philosophy & Meditation Advertisement Campaign

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Jaime Rathore, the creative director for the advertising campaigns for The School for Practical Philosophy & Meditation once again hired me to create the MTA subway posters for the School. This time we worked with fellow School member and digital consultant Adam Wasserman to help generate ideas for the posters. Adam presented several ideas, the one that was selected features the word “TRANSCEND” trailed by a phrase that reflects common nagging realities (at least common to New Yorkers). A few of these phrases were:

  • your late-night doomscrolling
  • your roommate’s dirty dishes
  • slow walkers
  • your eight side hustles

The three that resounded best were: “TRANSCEND your late night doomscrolling,” “TRANSCEND your side hustles” and “TRANSCEND your roommate’s dirty dishes.” As both the budget and time were tight, I was asked to reuse some of the recent artwork. I did, however, create a new illustration for the doomscrolling concept (pictured above) as I didn’t have an appropriate asset. Below are the two in-car subway posters that will be presented above riders’ heads and one platform poster. Adam suggested editing the illustrated characters’ t-shirts from showing the entire School logo and name to only showing the logo (which I think works nicely).

Written by ricardo

February 19th, 2024 at 3:23 pm

Winter Ad Campaign for the School of Practical Philosophy & Meditation

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The winter MTA subway campaign’s in-car poster remained consistent with the fall design. However, the characters were given winter coats, beanies, the LGBTQ revelers became New Year 2024 revelers. The two men arguing along the bottom left were given NY sports team colored beanies. The mom and daughter to the right are making a snowman instead of tending to a garden. The bike deliver person has been given a winter coat, gloves, helmet and food delivery backpack. If one zooms into the helmet, it is decorated by WAK – WAK is the pronunciation for the Mayan hieroglyphic representing the number six. Places labeled six are cosmic realms in Mayan writing. As an ear decoration, this rendition of WAK wears a smart phone.

For the subway platforms, the creative director, Jaime Sears requested a new design. She envisioned a woman against skyscrapers, at ease as if meditating amidst the magnitude and intensity of New York City. Following her concept, I created a series of glass towers from the street perspective and placed a young woman with her eyes closed at the center, the towers rising all around her.

Lastly, I was asked to create a design for the Wallkill postcard. The budget was small and I was asked to work with existing assets, so I created a new setting and recycled the NYC characters. Linda Engler, a longtime member of the School who lives near the Hamlet of Wallkill where the School has an estate took photographs of New Paltz Main Street. Linda took the photographs to provide me with source material for the postcard. I used a photograph of the Indigo Velvet and Rock Candy Vintage building to help illustrate a New York town setting. I maintained the concept of an individual in meditation as the central element while other characters go about their lives. Hopefully, the postcard will visually engage viewers and draw them into learning about the School of Practical Philosophy and Meditation.

Written by ricardo

December 30th, 2023 at 1:34 pm

Philosophy Works 2023-24 Ad Campaign

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The School of Practical Philosophy & Meditation offers a journey of self-discovery that guides students toward understanding their innate wisdom and appreciation of the underlying unity connecting us all. Philosophy Works, the introductory ten-week course, prepares students for mantra-based meditation, an offering upon completion.”

THE CHALLENGE
In-person enrollment has been dropping for the last two years. The brand identity has gone through many iterations. We need a campaign that will once again establish the School as the NY community hub for Practical Philosophy.

THE GOAL
To reach our audience more efficiently, speak to their pain point and engage them with the benefits of PHILOSOPHY WORKS. We expect to increase our in-person Philosophy Works classes on the Upper East Side and Tribeca.

MY DESIGN APPROACH
When on the subway, I seek out the illustrations commissioned by the MTA and I tend to lose myself in the stories that the illustrators create. I do not seek out advertisements. (Of course, I don’t need to as they can’t be missed.) Generally, the advertisements are not engaging. My approach to this project is to be a visual artist and storyteller, not an advertiser. My goal is to create an in-car advertisement that people may lose themselves in through illustrated New Yorkers and the possible interactions and activities of these characters. The School’s Creative Director, Jaime Sears felt that the advertisement needed to speak to the difficulties and uncertainties (“pain point”) commonly experienced by New Yorkers at this time. Ideally, the scenarios in the illustration will be familiar to most New Yorkers.

With these concepts in mind, I rode the subway and traversed the city. I photographed fellow commuters and eavesdropped on their conversations, observed their interactions. Specific individuals and life moments are represented in the final illustration. The majority of the characters in the final composition are real New Yorkers – commuters, pedestrians, recyclers, and even our infamous subway rats…

Poster for the subway platforms – goal: simple but striking

THE CAMPAIGN
As meditation is a key element of the School and a practice known to calm people, I elected to have meditation be the central element to the design. Without the funds for a photo shoot, I searched online for people meditating. I found an attractive young woman sitting on the floor with her hands’ index finger and thumb touching. At the School, people generally meditate in a chair, however, design-wise, I felt that the chair would take up too much horizontal space, so I purchased the rights to the photo of the woman on the floor in a criss-cross applesauce pose and changed the hand pose. I based the central illustration on this photograph. I also wanted to make the name of the School central, so I placed the School’s name on her t-shirt at the very center of the design.

10 second animation for social media

I surrounded the meditating woman with vignettes of everyday life from subway to street. Moving from left to right: subway musicians, a Hasidic commuter studying, a young woman with her earbuds in place, a businesswoman busily texting, two men in conflict, an MTA maintenance worker sweeping as he watches a business dandy toss his coffee cup on the platform floor with a trash can nearby… At the center, a woman meditating with a fiery aura outlining her figure. Then to the street (right side of the design) – a young female pedestrain wearing a surgical mask, PRIDE revelers enjoying life, an older man observing the street scene from his window, a mother and daughter gardening, a food delivery guy on his bike, and people recycling. A few of these illustrations, I had already created for past projects. The subway musicians and female subway rider I rotoscoped long ago for a series of animations reflecting New York City life. The rat and delivery guy are from a 2D video game and installation, una geografia de ser. Recycling past illustrations was necessary as the turn around on this project was very tight. However, the rest of the work is new.

I created a version of the graphic illustration with thought bubbles or spoken text for the various characters, but the School preferred that viewers interpret the illustration for themselves. Throughout the illustrations, I attempted to represent points of conflict that are common to the density of New York City.

The platform poster is much simpler and hopefully striking. It merely presents a woman meditating. Since people are on the platform for a shorter span of time, waiting to get on a train or exiting the station, I wanted to create a graphic that would immediately speak to the commuter.

Here are images posted in the subway cars and in the platforms:

Philosophy Works poster on the 4/5 Line
Subway poster mounted in the subway car
Philosophy Works along the subway platform
Philosophy Works at the Grand Street platform

Written by ricardo

August 4th, 2023 at 3:49 pm

“Once Upon a Place” at Time Square

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“Once Upon a Place” by Aman Mojadidi at Time Square

Repurposed public phone booths are a poor vehicle for the sharing of immigrant stories. As an artist largely dedicated to reflecting upon migrant populations and cultural dislocation, as soon as I heard about Aman Mojadidi’s “Once Upon a Place”, installed at Time Square, I knew that I needed to visit the project. I worked out a deal with my son and hauled him up to Time Square. Upon entering Duffy Square, we encountered three old phone booths sitting on red and blue carpets with phrases such as “Global Stories” along the circular perimeter.

The first one I entered did not appear to function. I picked up the receiver, put it to my ear and heard only silence. I searched for instructions on the phone as I pushed the numerical keypad, nothing. I pulled out the phone book hanging below a steel shelf, but there was no information as to how to activate the phone. I considered putting coins in the slot, but didn’t have any. So then I stepped out, and read the signage for the project, still no instructions. At this point, the other phones were empty so I tried a second phone booth.

Upon putting the receiver to my ear, I heard the voice of a woman. She was from Mexico and she was describing the hardships and poverty of her home town. The story was brief. She was followed by a man from West Africa, I do not recall the country. He has well explained his desire for a new life due to the intense poverty of his upbringing. The next man, if I recall correctly was Dominican and he explained how his entire family had immigrated to the United States. He was left alone in his country, so he felt that he had little choice but to migrate to the United States…

I believe that the reason that I don’t recall details from these personal stories, besides the fact that it was hot and uncomfortable in the phone booth, is that they were not very interesting. The use of the repurposed phone booth to share immigrant tales is clever (though I don’t recall and can’t imagine a phone booth ever being a popular means to call family across borders), but the framing and presentation of the content does not make the work compelling. Ultimately, the work relies on the strength of the subjects the artist has captured and the artist’s capability to steer the conversation or interview and stir nuance from the subject. The three subjects (of 70) that I listened to were not engaging story tellers. Their experiences were sad and clearly state the need to escape a harsh reality and yet they did not summon empathy or any emotional reaction in me.

However, my time with the project was cut short, by a bored nine year old, who started tapping down the phone’s hookswitch and with each tap the voice from the receiver would go silent. The recording would not pause as when he lifted the hookswitch and I heard the voice again, it did not begin from the stopping point, but rather the audio was continual. So once we were both frustrated, I relented to his desire to move on.

We sat in the stands over looking Duffy Square and ate lunch. I continued to observe the installation. Sadly there was very little interest in the project from the throngs of tourists on a summer Saturday afternoon as the phone booths remained largely empty. Occasionally a curious tourist would poke her head in, listen for a few seconds and then walk out.

My take away from interacting with the installation and observing the public interest: a multitude of stories or interviews, apparently a total of 70, does not generate an interesting project. A single compelling story teller is more significant than many interviewees. Secondly, I found the combination of the immediate surroundings and the heat within the phone booth too distracting to focus on the audio for very long. Time Square is not a good location for audio installations that rely upon focused engagement. Lastly, I’ve got to stop taking my son to see art work that I wish to engage with for any extended period of time. Perhaps, I’ll go back at night by myself and have a different experience.

Aman Mojadidi's

Sharing the phone at Aman Mojadidi’s “Once Upon A Place”

The installation commissioned by Time Square Arts will continue to be available until September 5th at Duffy Square – West 46th Street and Seventh Avenue.

“Hansel & Gretel” at Park Avenue Armory – Save Your Money

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Hansel & Gretel at Park Avenue Armory

The “Hansel & Gretel” curatorial statement describes the installation as a space that brings together Jacques Herzog, Pierre de Meuron and Ai Weiwei combined interests in

the psychological impact of architecture and the politics of public space; creating a playful, strange, and eventually eerie environment with different layers of reality revealed to the visitor… Hansel & Gretel is a dystopian forest of projected light where the floor rises up, as if lifted by an invisible force, and visitors are tracked by infrared cameras and surveyed by overhead drones as they systematically capture the parkgoers’ data and movements…

Unfortunately, the only portion of this description that resonates is the playfulness. Indeed Herzog, de Meuron and Weiwei have created a dark environment in which visitors may skip around and play with light traces of their image. However, the installation lacks strangeness, eeriness, politics or any psychological reverberation.

Other than the initial moment of discovery that one’s image is being projected on to the ground after it is periodically taken due to on one’s movement in the space, the installation presents very little that is interesting. The drones may have been a neat prop had they not been tethered.

The second part of the installation is a didactic revelation of what the installation is trying to allude to – that we are objects of surveillance. As far as a critical art installation regarding surveillance, there was much more interesting work done 15+ years ago. Perhaps the theme of surveillance has been so overly investigated and picked apart by art previously and by entertainment today (“Black Mirror” for example) that such an installation seems trite and naive. There is so much of our data being captured today, that building an installation that merely plays upon facial recognition and motion sensors is just kind of dumb, but it is playful. So if $16 is worth the cost of running around a huge dark open space and playing with light projection, check it out.

Hansel & Gretel at Park Avenue Armory

A second perspective: Playtime at the Armory
Once again discovering what this city has to offer, there I was with Ricardo walking into a venue called the Armory near Hunter College, a place I had never been before to see a new art installation called “Hansel & Gretel”. He had been keen to check this out for a few weeks, and like the curious creature I am, I followed along.

We received a quick intro and were instructed to read a phase on the wall before entering -which i forgot- and then allowed to enter. We walked into black nothingness. My immediate reaction was to scramble for Ricardo’s hand. I didn’t realize the massiveness of this place until my eyes adjusted from the summer sunlight to the darkness inside of the Armory. It was only eerie the first few minutes because I had no idea where the hell I was walking. There were a few cameras far above us hanging from the ceiling and lights that would follow us. As we continued to walk, our movement was detected, grid lines would appear and cameras would be activated to capture our moves. Suddenly, it was playtime! It was fun to pose in different positions to watch the resulting snap shot of yourself illuminated on the black floor. At one point my sweater and shoes came off and I really got into it.

Ricardo noticed two drones hovering on one side of the space living poor unfulfilled lives- tied onto leashes without free movement. It would have been more interesting if they were chasing people around. After exhausting our ideas for poses, the novelty wore off and we were ready to enter part deux of the installation. For that, we had to exit this part of the Armory and enter from another entrance on the other side of the street.

After pausing in front of a camera you were allowed inside. There were many ipads on long tables with apps. You could elect to have your face identified and then search the cameras for your photo which was taken in the first part of the installation. That was cool. You could read about the history of surveillance, or access cameras to spy on others walking into the exhibits. The Armory itself was impressive, the installation not as much. It was a new, interesting experience- a fun activity for kids, I would say. I didn’t leave with the feeling that I had witnessed an impressive statement against today’s constant scrutiny and monitoring that we are all under. I didn’t feel intruded upon. There wasn’t anything menacing or fantastical as is described in the program leaflet. It was just pretty cool and fun.

Perhaps the work behind the installation was complicated, but with my lack of technical know-how, I failed to appreciate the amount of effort involved. To have truly made an impact, more could have been done to confuse or play with the audience with the intention of throwing them off or perhaps even scaring them. Coupling that with the sound of Russian men having conversations in the background (that felt clandestine in nature), and I would have possibly left quite feeling differently.

Hansel & Gretel at Park Avenue Armory

Why I Love NYC

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As I traverse the city from day to day, commuting to work or running errands or out alone or with friends, there are always interesting moments on the streets of NYC. The vast majority of us merely keep our eyes straight ahead focused on our tasks or destinations, ignoring the personal realities of the strangers around us. Generally, I find inspiration in public life and try to remain open to whatever maybe going on around me. Unfortunately, at times observing life can be very upsetting. However, generally, there’s plenty to celebrate, so I’ve started a video series capturing the pleasurable or unexpected in urban life.


It was late and I didn’t want to miss the train that I heard arrive, otherwise I was itching to join that guy and dance along, following his quebradita to the drone.

Written by ricardo

March 24th, 2017 at 7:02 am