Pantone needed a full year’s worth of assets to express and celebrate their color of the year, Radiant Orchid. The campaign would need to translate across all social and digital channels, and remain engaging and fresh across the seasons.
Agency: Sub Rosa
Creative Direction: Diego Marini
Art Direction: Christina Latina
Photography: Nathan Kraxberger
Prop Stylist: Hannah Cloepfil
Post Prod and Retouching: Blank
To offer a smart creative solution 11 sets were concepted to each contain four distinct storylines that tied into the overarching “story” of the Radiant Orchid color and aesthetic. The images shot on the sets comprised the content for a year-long strategy, including evergreen core images as well as monthly vignettes. As an asset specifically developed for Pantone’s marketing team, the core images functioned as the cohesive matter to ensure consistent press and public-facing recognition of the campaign and its message: announcing Radiant Orchid. The additional 11 compositions were concepted to engage social audiences and reflect seasonally shifting editorial themes (holidays, events, and other celebrations). The content was deployed across all owned social channels.
Behind the scene