Make it Brilliant tagline
       
     
Narrative
       
     
Tryptic 01 / Print Color Books
       
     
Tryptic 01 / Fashion + Home Color Books
       
     
Tryptic 01 / Plastic Color Books
       
     
Print / Variation 02
       
     
Fashion + Home / Variation 02
       
     
Plastics / Variation 02
       
     
Print / Variation 03
       
     
Fashion + Home / Variation 03
       
     
Plastics / Variation 03
       
     
Print / Variation 04
       
     
Fashion + Home / Variation 04
       
     
Plastics / Variation 04
       
     
Print / Variation 05
       
     
Fashion + Home / Variation 05
       
     
Plastics / Variation 05
       
     
       
     
Pantone Brand Campaign

Client: Pantone
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 tagline
       
     
Make it Brilliant tagline

“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.

Narrative
       
     
Narrative

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.

Tryptic 01 / Print Color Books
       
     
Tryptic 01 / Print Color Books

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.

Tryptic 01 / Fashion + Home Color Books
       
     
Tryptic 01 / Fashion + Home Color Books

2) Modularity allows for the creation of a huge variety of static, time-based, and interactive assets to be developed.

Tryptic 01 / Plastic Color Books
       
     
Tryptic 01 / Plastic Color Books

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).

Print / Variation 02
       
     
Print / Variation 02
Fashion + Home / Variation 02
       
     
Fashion + Home / Variation 02
Plastics / Variation 02
       
     
Plastics / Variation 02
Print / Variation 03
       
     
Print / Variation 03
Fashion + Home / Variation 03
       
     
Fashion + Home / Variation 03
Plastics / Variation 03
       
     
Plastics / Variation 03
Print / Variation 04
       
     
Print / Variation 04
Fashion + Home / Variation 04
       
     
Fashion + Home / Variation 04
Plastics / Variation 04
       
     
Plastics / Variation 04
Print / Variation 05
       
     
Print / Variation 05
Fashion + Home / Variation 05
       
     
Fashion + Home / Variation 05
Plastics / Variation 05
       
     
Plastics / Variation 05