The Getty Museum

Putting L.A. on the map as an art world capital.

For decades, the art world conversation centered on New York, Paris, and London. Los Angeles was often overlooked. But the city had a rich, influential, and rebellious artistic history that helped shape global culture. The story simply had not been told in a way that resonated broadly.

Pacific Standard Time set out to change that. A large-scale collaboration between the Getty and more than 60 cultural institutions, the initiative explored the evolution of the L.A. art scene from 1945 to 1980. The challenge was to make it matter beyond the art world.

I led the creative, developing a brand identity and storytelling approach that captured the energy and spirit of the movement. The work leaned into voices that embodied Los Angeles. Ice Cube, Anthony Kiedis, and Jason Schwartzman helped bring a contemporary lens to the story, connecting past and present in a way that felt immediate and relevant.

One of the most memorable moments came through Ice Cube’s connection to Charles and Ray Eames. Before music, he studied architectural drafting and had a deep appreciation for their work. In a black-and-white film, he toured the Eames House, drawing parallels between their resourcefulness and his own upbringing in South Central Los Angeles. His perspective grounded the story in authenticity and made it unmistakably local.

The campaign extended across the city, from film to outdoor, creating a presence that felt integrated into the fabric of Los Angeles itself.

More than 1 million visitors attended the exhibition, and social engagement increased by 40%. More importantly, it shifted perception. Los Angeles was no longer an afterthought. It was recognized as a vital force in the global art conversation.