Learning from Salinas (Hopefully)

Driving north on highway 101 though the Salinas valley, one of America’s most fertile regions, you will find Dennis Caprara kneeling in his field with a wide grin as he holds a head of lettuce freshly plucked from the soil of his farm. You’re free to drive by on any day and at any time, Dennis will be there proud as can be. This is because Caprara happens to be 12 feet tall and 3/4” thick: he’s a scroll-cut billboard painted by John Cerney erected with minimal structure on the edge of a field. What business does a farmer have putting a billboard in his field?


Bryan Boyer is a designer working on strategy issues at Sitra––The Finnish Innovaion Fund––an independent public fund under the supervision of Parliament.

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