Santa Fe, in motto and in real life, is The City Different. In preparing this new campaign, we took to unraveling what the city and surrounding area offers to visitors through a modern lens. Rather than book photographers who already knew the place and carefully plan each shot, we chose instead to work with three who are adept at capturing real, emotional moments, and who hadn’t seen Santa Fe (or all of it) before. Then we asked two of them to be in the shots, too. Their in-the-moment experiences form the fabric and emotional resonance of the new campaign. Minimal, understated designs and simple, intriguing copy draw audiences in further.