By Taylor Micaela Davis
Benton’s “Hollywood” by Jay Schwartz, courtesy of the artist
You could say that creative director, graphic designer and fine artist Jay Schwartz is an idea man of sorts. Perhaps it’s the name of his company, IdeaWork Studios, or the fact that he has produced campaigns for clients with names such as Hard Rock, Caesar’s Palace, Eddie Bauer and Yahoo! Or it could be his incredible ability to create exquisite, transient large-scale works of art, using only homemade chalk and the ground we walk on.
Schwartz trained as a fine artist at UCSB before deciding that the art business wasn’t for him and going into graphic design. After learning the theoretical and technical knowledge behind graphic design at the Art Center and working some jobs in type-setting and production, Schwartz and his friend collaborated to form IdeaWork, a branding, marketing and creative company that has since grown into a cross-country firm working with some of the biggest names in hospitality, nightlife, fitness and more.
But before all of that, there was I Madonnari, 1992.
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