ExoWest is a fictional airline campaign that reverses the visual codes historically used to represent so-called exotic destinations. Through a series of posters, this Master’s thesis imagines the West as if it were a distant, mysterious and consumable territory.

The posters combine travel clichés, exaggerated slogans, repeated prices and promotional language inspired by contemporary advertising. By applying those codes to Western places, ExoWest questions how destinations are constructed through images, words and commercial formats.

The aim of this project is not to represent the West accurately but to expose the mechanisms through which advertising can reduce places to symbols, atmospheres and offers.