New mexico gas company

New Mexico is fiercely proud of (and wildly obsessed with) its local piquant pepper, the green chile. Every autumn, the hypnotizing smell of green chile roasting in tumblers can be experienced across the state. In 2023, “green chile roasting in the fall” was named the official aroma of New Mexico. But it wouldn’t be possible without the natural gas powering these massive, flaming roasters. To promote their crucial role in this official designation, New Mexico Gas Company asked us to create a multi-channel campaign celebrating green chile and the warm moments New Mexicans share around it.