Agency: Sub Rosa
Creative Direction: Diego Marini
Art Direction: Christina Latina
Photography: Sarah Silver
Dancers: Jaqlin Medlock, Natalie Mackessy, Jenna Pollock
Lights: Benji Kayne
“Make it Brilliant” is an invitation to engage. “Brilliant” means color; a hue that has a strong saturation. Full of light, shining, bright; brilliance gets noticed. Smart; distinguished by unusual intellectual acuteness. Make it Brilliant” means something distinct to each audience segment. For Pantone internally, it’s a standard that they hold themselves to each day. For the creatives it’s inspiration to make their work brilliant and bold. For the color trendsetters it’s insight that keeps them on trend. For the retail consumers, it’s an ingredient; a product that outshines another.
This campaign direction tells the story of “creating with color” through experimentation and articulating dimensionality for each of the three areas of Pantone’s core products. How space is activated and engaged will emphasize this metaphor. Each vignette will emphasize the unique characteristics and properties of how, in real life, color affects the surfaces. Print and graphic color books are used to create 2D flat objects (printed sheets of paper or digital elements). Fashion and home color books are used for material that, although originally flat, ultimately covers dimensional objects. Plastics Chips are used as the foundation of materials and the base of 3D objects.
Choosing to create multiple tryptics:
1) Provides a narrative structure that highlights the specific areas of Pantone (Print, Fashion/Home, and Plastics) while emphasizing their interdependence under a big cohesive and comprehensive branded umbrella.
2) Modularity allows for the creation of a huge variety of static, time-based, and interactive assets to be developed.
3) Variety and narrative properties give room for linear, in-context campaign experimentation (e.g. consecutive ads in print magazines that tell a greater story).