Western Spirit Museum Partners with Tandem for Mac Schweitzer Exhibit

When the Western Spirit Museum in Scottsdale, Arizona invited us into the world of Mac Schweitzer, I knew this would not be a typical project.

They handed us access to her sketches, her journals, her intimate thoughts about creating art, and asked us to help museum goers experience them in a new way.

Mac’s story is one of depth and discovery. Her journals hold lines that read like conversations with herself. Her sketches capture moments that feel unfinished yet complete all at once.

Our role at Tandem was to honor that intimacy while building a digital experience that lets visitors step behind the canvas. With each touch they can uncover her notes, trace the beginnings of her ideas, and feel the momentum of her process.

What I love most about this project is that it bridges the seen and the unseen. Visitors will no longer only view her finished work on the walls.

They will also get to peek into the rawness of how it came to be. It is personal, a little messy, and absolutely beautiful.

As the creative lead, this was one of those rare opportunities where technology and artistry meet in service of storytelling.

To sit with Mac’s journals, to translate them into an interactive exhibit, and then to see it all come alive at Western Spirit has been an honor.

The exhibit opens to the public on October 18, 2025 and will be on display for a full year.

If you find yourself in Scottsdale, step inside Western Spirit and let yourself wander through the mind of Mac Schweitzer.

I promise it will stay with you long after you leave.

Maddie Adams-Terry is Tandem’s Chief Experience Officer and the creative heartbeat behind the brand. She’s built a reputation for her intuitive sense of design, her knack for translating complex ideas into clear and beautiful outcomes, and her belief that marketing should always feel human.

A certified user experience designer, her work is driven by one simple truth: people remember how something makes them feel.

When she’s not shaping brand experiences or mentoring creatives, you’ll find her in her studio painting, curating playlists, or planning her next getaway with her husband. Her life, much like her work, is a balance of curiosity, craftsmanship, and joy.