Reimagining Classic Blue for the senses
Every year Pantone releases the Color of the Year, which serves as a reflection on contemporaneous global culture and a touchstone for creatives worldwide. For the momentous 2020, we reimagined this ritual by introducing Pantone’s first multi-sensory Color of the Year.
Working directly with Leatrice Eiseman and the Pantone team, I developed and art directed the key artwork and promotional photography, translating the COTY’s feelings of “reassurance, instilled calm, and connection” across various mediums physical and digital.
In collaboration with FedEx for the launch event at ARTECHOUSE, we designed and sent out press invites that featured Classic Blue brought to life for each of the five senses. The box contained custom materials from Firmenich, The Inside, LANDR, TEALEAVES, and Audio UX: fabric (touch), a candle (smell), a berry jelly (taste), and a USB with sounds produced to match (hearing).
The campaign was Pantone’s most successful in the program’s 21 year history: 3,345 media placements globally, 43B global impressions, 1.2M organic views of reveal video on Instagram, and 267K new followers on Instagram.HUGE
Client: Pantone
Role: Design Lead
Recognition: Brand New, Muse Creative Awards Gold Award,
NYX Marcom Awards