Photographer Reimagines 'Got Milk?' Campaign for New Generation

"Since its launch in 1993, the Got Milk? campaign has become one of the most recognizable advertising initiatives in American history. Originally created by the advertising agency Goodby Silverstein & Partners, the campaign was designed to promote milk consumption in a way that was memorable, playful, and culturally resonant. The signature milk mustache portraits, shot by photographers including Annie Leibovitz, paired celebrities, athletes, and everyday people with a humorous, relatable visual motif: a glass of milk and a creamy white mustache."

"For 2025, Los Angeles-based photographer Aldo Chacon partnered with Got Milk? to celebrate this 30-year milestone. His goal was to create a contemporary reimagining of the campaign, honoring its iconic legacy while introducing fresh perspectives and inclusivity. Over several months, Chacon and his team traveled across California in a retrofitted mobile photo studio, photographing more than 12,000 individuals from diverse backgrounds."

"Over three decades, these portraits not only became a hallmark of American pop culture but also a vehicle for storytelling, capturing personality, style, and emotion in a single frame. By the 30th anniversary, Got Milk? had firmly established itself as a campaign that blends advertising, art, and cultural commentary, making it a meaningful canvas for any contemporary photographer."

Aldo Chacon partnered with Got Milk? to mark the campaign's 30th anniversary by producing a contemporary reimagining of the signature milk mustache portraits. Chacon and his team traveled across California in a retrofitted mobile photo studio, photographing more than 12,000 individuals from small towns to major cities. The project emphasized diversity and inclusivity, aiming to reflect the state's broad range of people and stories. The portraits connect to the campaign's history of pairing a glass of milk with a white mustache while updating the visual language through modern perspectives and widespread public participation.

Read at PetaPixel