Pantone
Color of the Year 2023
Pantone is recognized globally as a leading source of color expertise, providing insights that fuel cultural trends. This forward-looking prowess is celebrated annually through the Pantone Color of The Year.
In 2022 Pantone wanted to launch ‘Viva Magenta’ as the Color of The Year, and make it a catalyst moment for dialogue throughout the world of art and design. So what was the biggest topic being discussed? Generative AI.
We wanted to go beyond a single key visual by blending a physical and digital experience that expressed why Viva Magenta was chosen. Working with (the very much beta) generative AI tool, Mid-journey, we incorporated the messages and ideas embodied by our Color of the Year to create and curate a library of images that expressed this immersive world. We coined it “The Magentaverse”.
The Magentaverse
The Magentaverse
Then we took our concept and worked with Artechouse, Motorola, NASA and more to bring it to life at Art Basel Miami 2022 with a Magentaverse exhibition.
In only 24 hours we received 10 billion impressions, being recognized in press from major publications worldwide.
On Instagram, Pantone experienced more engagement in the first 12 hours, then the first 12 months of the 2022 hero image.
The work was lauded as the most successful Color of the Year ever.
Responsibilities:
Lead Art Direction
Copywriting
Production
Post-production
Team:
Diego Nicolau (ECD), Joe Bianco (Copy), Sara Osorio (VD), Keith Locke (VD), Giancarlo Orsi (Motion), Gino Nave (Motion)
Recognition:
Cannes Shortlist 2023, Creativepool Silver