Krystal Ramirez

Untitled
2021

Archival Inkjet on Red River Matte Photo Paper
Print Size 9" x 12.5"

Image Size 7.25" x 11"

White Magic is a photograph of the film White Magic produced by Jerry Fairbanks for the
Gypsum Association and distributed in theaters by Paramount and Warner theaters in 1951.

During the post-war housing boom, The distribution of this film coincided with a
collaboration with Sears, Roebuck to actively promote a national campaign called "Sears
Add-A-Room," in which the company encouraged homeowners to renovate their homes and

"Add-A-Room." At this time, the use of gypsum board in apartment and office buildings began
to grow substantially, primarily due to its fire-resistant and sound-attenuation properties.
Gypsum is a material called White Magic by the United States National Gypsum Association.

Gypsum is a soft mineral found in large masses called gypsum rock-massive gypsum rock forms within sedimentary rock layers, typically in thick beds or layers. It is processed and used as a prefabricated wallboard, industrial or building plaster, cement manufacturing, agriculture, and other uses. In 2020, the world's largest producer of gypsum from mines was the United States, with Nevada being one of five states to mine and produce the most gypsum.