Mattress Firm campaign photographed by Justin Bettman

Photographer: Justin Bettman
Client: Mattress Firm
Agency: Droga5
Executive Creative Director: Tara Lawall
Group Creative Directors: George McQueen + Tom McQueen
Creative Directors: Tobias Carlson + Jonas Wittenmark
Design Director: Erin McCarthy
Art Director: Eve Nova
Designer: Andrew Diemer
Director of Art Production: Cliff Lewis
Senior Ar Producer: Caroline Fahey

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“Gunsmoke, Mythology, and the American Gundemic, 2021-2022” by photographer Jesse Rieser

This work-in-progress investigates gun culture not in a singular sense as one belonging to the enthusiast, but one that is synonymous with being an American citizen as we share the land with more guns than peoples. Stories on guns are plenty but none which look at the role firearms have played in the mythology of the American West. From film, music, and literature, the world loves our pop culture exports of the gun carrying character personified as the cowboy, pioneer, soldier, mobster and the gangster. A uniquely American export is now a uniquely American health crisis.

Photographer: Jesse Rieser

Continue Reading“Gunsmoke, Mythology, and the American Gundemic, 2021-2022” by photographer Jesse Rieser