“New Mexico True.”
Those three words define a tourism campaign launched by the New Mexico Tourism Department. It’s a very simple and easy to understand tagline, no dictionaries necessary, but I don’t think you REALLY understand the concept of “New Mexico True” until you live in New Mexico.
See, our Land of Enchantment is often mischaracterized. We are often thought of as the “lost state” where not much happens; a barren wasteland of desert-the place you travel through to get to someplace else.
As someone who travels all over the state of New Mexico photographing people, nothing could be further from the truth. We have photographed families and high school seniors and weddings and executives in what feels like every nook and cranny of this state. When the tourism department launched “New Mexico True,” we knew immediately they had hit marketing gold.
See, “New Mexico True” speaks to something deeper: an authenticity to the landscape, the culture, the people.
It is the heart of this state we love.
The roots of New Mexico True grow deep. They are strong, lasting for generation upon proud generation. It is a sense of something bigger than yourself; a lifestyle…a commitment to staying true to who you are and where you are from and instilling that pride into future generations.
Simply put, it is REAL. And it is beautiful.
And I am so thankful I get to photograph it all.