Jason Madara and ABC Carpet + Home Invite You Out
Joshua Tree National Park is an expansive otherworldly space outside of Palm Springs, east of Los Angeles, California. You’ve probably seen pictures, but there’s nothing quite like being there. “It’s a mysterious terrain and everything about it is so surreal, you really feel like you’re somewhere else,” explains Jason Madara, who shot his latest campaign for ABC Carpet + Home (his sixth) in the unique location. It’s true that there’s nothing quite like Joshua Tree, but there’s also nothing quite like getting there. “When you go to Joshua Tree you go to this place called Twenty-Nine Palms, which is literally like out of a David Lynch movie. It’s weird, but it’s cool. You’re only an hour from Palm Springs: great hotels, flashback to the 50s and 60s, great restaurants. And then you’re in Twenty-Nine Palms which you feel like you’re in a weird, bizarre, alternate universe. And then you go to Joshua Tree.” The desert is filled with Yucca palms, also known as Joshua Trees, recognizable for their unique look and even stranger taxonomy.
It was on this backdrop that Jason wanted to create the newest campaign, one that is markedly different from the previous five. This latest campaign has a much deeper sense of space. “I feel like after we did the caves (last year), I was like, how do you outdo the caves?,” Jason says. “I love landscapes, I love product design, I love nature. This was everything. This is a portrait of an environment more than anything else. There’s always that balance of the rug and the tree and the nature of the lighting… There are always those elements that we use in everything we do.” By bringing nature into the campaign in a new way, the balance of those elements became ever more complex. But each of those complexities offers new depth.
It would be impossible for Jason to light the entire sets like he did in all the previous campaigns. These scenes stretch out for thousands of feet and feature mountains in the distance. Instead, for the first time, Jason harnessed the light of the setting sun and the vibration of the moonlight – in addition to carefully, and conservatively placed lights. Ultimately, that’s what sets this campaign apart from the rest. “There was a delicate balance between the ambient light, the sunset, the clouds, the moonlight,” Jason explains. “We had to combine all these elements and I knew right away that the only way they were going to work is if the sky shots had clouds. Everything had to have some side of clouds and texture and the feeling that you could touch it. Everything had to have a tactile texture to it.”
Jason has created these campaigns for ABC Carpet + Home for years, and they’re literally about selling rugs. But more, they’re about showing space. A home is a place of comfort, an enclosed private space that we shape and mold into our own self-contained worlds. But in this latest campaign, Jason takes that fantastical idea of “home” and opens it up. Walls are replaced by mountains, tangible clouds and arcing star trails become a ceiling. Instead of inviting us in, Jason and ABC Carpet + Home are now inviting us out, showing us what it’s like if we make the whole world our home.