ABOUT

THE IDEA
In 2023, Pantone partnered with AI to redefine the way we see color. Welcome to The Magentaverse.

THE EXECUTION
To launch Viva Magenta as the Color of The Year, a hybrid that bridges the organic and digital, we had to create what it envisioned. So we turned to the unconventional, pairing a team of multidisciplinary creatives with AI to explore the edges of art and science.

Our experiment pressured the relationship—and tension—between new technology and human creativity. Working with generative tool Midjourney and leveraging Viva Magenta’s virtues, we developed the visual manifestation of the color. But it soon became clear that it could not be contained in just one image. Together, we created a new world dubbed “The Magentaverse.” This optimistic new ecosystem was then brought to life through a cross-channel campaign, an immersive exhibition at ARTECHOUSE, brand partnerships, and a live event at Art Basel.

THE RESULTS
In just 24 hours, Pantone’s Color of the Year received 10 billion impressions, totaling 53 billion to date. Our Instagram hero image and invitation into the Magentaverese garnered over 20 million organic views as searches for Pantone Color of The Year jumped 25%, making Viva Magenta the most searched in Pantone history.

The conversation spanned the spectrum, making its way across social media and into the mainstream on broadcast ranging from Good Morning America to The Late Show with Stephen Colbert. Additionally, over 65,000 people have immersed themselves into the brand message via the MAGENTAVERSE exhibit by ARTECHOUSE.