State Forty Eight & Bob Boze Bell
Transforming local art into a story people could wear.
Rather than approaching this as another artist collaboration, I saw an opportunity to create something with a longer lifespan. The collection became the first installment of State Forty Eight Stories—a campaign concept designed to celebrate the people who have shaped Arizona while strengthening our brand's connection to the communities we serve.
Working alongside renowned Arizona artist Bob Boze Bell, we translated his fine art into a limited apparel collection while telling the story behind the work, the artist, and his impact on Arizona's culture.
ROLE Creative Lead, Designer
SKILLS Campaign Strategy, Production Oversight, Merch Design, and
CONTRIBUTORS Nuvia Magdhai - Visual Director, Videographer, Photographer
Bob Boze Bell - Collaborating Artist
Production Partners
YEAR 2026
The Strategy
I developed the concept for State Forty Eight Stories as a repeatable campaign platform that could spotlight influential members of our community. Instead of asking "How do we sell this collection?" we reframed the question: How do we help people connect with the story behind it?
That shift influenced every creative decision from which artwork was selected for apparel to the photography, video direction, social content, and campaign messaging.
By giving customers a reason to care before asking them to purchase, the collection became more than merchandise. It became a celebration of Arizona's creative community.
INSTAGRAM Storytelling, reels, carousel education, product launches
FACEBOOK Community engagement and campaign amplification
EMAIL Launch announcements and collection storytelling
PHOTO & VIDEO Static photography and documentary-style content
Originally published on Instagram and Facebook.
Photos & Video by Nuvia Magdhai.
The Outcome
The Bob Boze Bell collaboration established the foundation for what became the State Forty Eight Stories campaign, a scalable storytelling platform capable of celebrating artists, makers, and community leaders across Arizona.
More importantly, it demonstrated how thoughtful creative direction can transform a merchandise launch into meaningful brand storytelling. Instead of asking customers to simply buy a shirt, we invited them to become part of a story worth remembering and a community worth being a part of.
