Third Coast Pillows – Magazine ad

About Project

This ad targets social commentary around Minnesota and ICE activity in the state in January. The pillow being clutched in the ad by an immigrant features the state flower of Minnesota, Purple Lady Slippers. The watch on the wrist is set to 1:07 (Jan 7), the day Renée Good was shot and killed by ICE officers, with the second hand resting on 24, marking the day Alex Pretti was killed. These subtle temporal cues ground the ad in real events while avoiding overt sensationalism.
The ad’s vertical orientation is intentional. Rather than a traditional horizontal layout that implies openness or narrative progression, the vertical frame compresses the subject, creating a sense of confinement and upward tension. This compositional constraint mirrors the psychological pressure experienced within systems of enforcement and uncertainty.
The background texture further reinforces this tension. The typography sits over a soil-like surface suggestive of earth, weight, and burial, but rendered abstractly enough to avoid explicit morbidity. Instead of depicting death, it evokes the idea of being ‘pushed down’ or ‘held under,’ allowing viewers to project their own interpretation. The result is a visual metaphor that balances heaviness with restraint.
Together, the vertical format and textured ground plane create a contained emotional space that feels tight, quiet, and unresolved. The viewer is not confronted with violence directly, but with the lingering pressure and gravity surrounding it.”