2024 in Review: Capturing Joshua Tree’s Best Moments Through Social Media
BY PAUL MARTINEZ
Photography © Paul Martinez
As 2024 winds to a close, I find myself reflecting on the year through the images, stories and moments I captured for Joshua Tree National Park. This year felt like a convergence of creativity, conservation and connection. Working on social media for the park allowed me to craft narratives that not only showcased the parks beauty but also invited audiences to engage with it in meaningful ways.
What follows is a personal highlight reel—a collection of my favorite posts and projects from this past year. Each one tells a story, not just about the park, but about the ever-deepening relationship between land, light and lens.
Why This Year Felt Special
A visit to the park is never the same twice. In 2024, I felt this more than ever. The desert tortoises emerged under softer spring skies, the Milky Way stretched across summer nights and visitors flocked in droves during the cooler fall months. Along the way, I had the privilege of telling these stories—sometimes through a simple image, other times through immersive video or long-form posts.
Key projects—such as enhancing the park's Spanish website, organizing the annual photo contest and producing a video tutorial for the NPS app—allowed me to seamlessly blend photography, design and storytelling, creating experiences that felt greater than the sum of their parts.
Here are a few standout posts that defined my year at Joshua Tree National Park (click on each post title to view Instagram post):
New Year, New Park Review—A Humorous Start to 2024
Post Date: January 9, 2024
This post kicked off the year with lighthearted, self-deprecating humor that resonated widely. An array of Joshua Tree landscape photos juxtaposed with park visitor reviews was simple but effective. It struck a chord with the audience, racking up significant engagement and even attracting media coverage. Sometimes, humor is the best way to connect people to the park and this post became a great reminder of that.
Honoring Ansel Adams—The Power of Photography in Conservation
Post Date: February 20, 2024
This post paid tribute to the enduring legacy of Ansel Adams, whose iconic black-and-white landscapes not only captured the soul of the American West but also played a pivotal role in the conservation movement. As a photographer and admirer of Adams, sharing his connection to wild spaces felt both relevant and inspiring. The post featured my renditions of his classic black-and-white images taken throughout the park, accompanied by reflections on Adams’ impact—both in his time and today. The response from followers was overwhelmingly positive, with many expressing appreciation for the reminder of how photography can drive preservation efforts.
MULTIPLE Entrances—Rerouting Visitors During Peak Season
Post Date: March 5, 2024
One of my favorite projects this spring involved encouraging visitors to explore alternative entry points during the busy season. This post used humor and creativity to highlight less-traveled park entrances, ultimately helping to ease congestion at a popular entryway. The lighthearted tone and playful visuals resonated with the audience, successfully driving awareness and action.
Desert Lore for April Fools—Embracing Creativity and Humor
Post Date: April 1, 2024
This April Fools’ post was a personal favorite because of the creative freedom it allowed. I leaned into desert lore, blending thoughtful visual graphics with playful, imaginative writing. The concept revolved around a fictitious yet convincing UFO "sighting," tapping into the mystique and myths often associated with Joshua Tree. The audience responded with amusement and curiosity, and the post served as a fun, lighthearted break while staying true to the park’s quirky and mysterious reputation. Crafting this post felt like a celebration of the desert’s magic—and its humor.
Artist in Residence
Post Date: April 28, 2024
As the digital media tech tasked with filming our Artist-in-Residence participants, I’ve gained a deeper appreciation for their craft and unique perspectives. This particular post stood out because of how distinctive and authentic the experience was. It highlighted the intricate process and artistic journey of one of our resident artists, capturing the interplay between desert landscapes and human creativity. The post resonated widely and even served as the catalyst for an NPR media request. It was rewarding to see this story expand beyond our platforms and into the broader public consciousness.
Sun Safety
Post Date: July 9, 2024
This post focused on the importance of protecting your skin from the harsh desert sun, a topic that resonated deeply with our audience. Through eye-catching visuals and practical advice, I highlighted a simple yet practical technique for staying safe under Joshua Tree’s extreme conditions. The post went viral, surpassing a million impressions and generating significant engagement from followers. It served as a reminder that sometimes the most valuable content is rooted in simple, actionable advice that enhances the visitor experience and protects their well-being.
Slow Down for Wildlife – Speed Limits Save Lives
Post Date: November 25, 2024
This post creatively utilized a trending social media format to address an important and serious topic—speed limits and wildlife safety. By blending humor with clear messaging, I highlighted the critical need for visitors to slow down and remain vigilant while driving through the park. The post struck a balance between engaging and informative, driving home the message that protecting wildlife and ensuring visitor safety go hand in hand. It generated strong engagement and sparked meaningful conversations around responsible park behavior.
Mining History–Bringing the Past to Life
Post Date: November 27, 2024
This post was particularly special as it allowed me to blend historical storytelling with imagery captured for an upcoming visitor center exhibit on the park’s mining history. Through a series of evocative photos of long-abandoned mines, I shared the fascinating and sometimes overlooked history of mining within Joshua Tree. The post served as both a visual journey and an educational piece, drawing strong engagement from history enthusiasts and casual visitors alike. It was rewarding to spotlight this aspect of the park’s past, enriching the visitor experience by connecting them to the land’s layered history.
Joshua Tree in a Different Light
Post Date: December 9, 2024
This post stood out for me because of the unique photographic approach it allowed. I captured the park in softer, ethereal light, showcasing a side of Joshua Tree that often goes unnoticed. The imagery, paired with peak messaging about winter safety, resonated well with the audience.
Chill Guy–Addressing Busy Season with Humor
Post Date: December 23, 2024
This post leaned into the viral 'chill guy' trend, blending graphic illustration and playful writing to tackle the realities of Joshua Tree’s busy season. By using humor, the post addressed topics like crowding, parking, and responsible recreation in a light, engaging way. It successfully drove home key messages about improving visitor experience and reducing environmental impact without feeling preachy. The response from followers was overwhelmingly positive, showing that creativity and levity can make important topics resonate more deeply.
Behind-the-Scenes
Creating content for the park is never linear. Some of these posts came together during long days in the field, chasing light and weather patterns. Others, like the Artist-in-Residence program, involved collaboration with park rangers and artists. The throughline, however, is always the joy of discovery. Even after living in Joshua Tree for a few years, the landscape still finds ways to surprise me.
Lessons from the Desert
This year taught me the value of patience—in photography, in storytelling, and in life. Nature operates on its own timeline, and the best shots often come to those who are willing to wait. I also learned that storytelling isn’t just about beauty; it’s about responsibility. The most rewarding posts weren’t the ones with the most likes but those that sparked conversation or inspired someone to tread a little lighter.
Looking Ahead to 2025
As I look toward the new year, I’m excited to dive deeper into projects that explore the intersection of conservation and creativity. More video content, more long-form narratives, and perhaps even expanding my creative work into a print format are on the horizon.
Thank you to everyone who followed along this year—whether through the screen or on the trails. Here’s to another year of capturing the magic of the desert, one frame at a time.
