In August 2024, the next Moccamaster Color of the Year was selected, though its official name was still under discussion. The U.S. marketing team was tasked with developing a conceptual campaign based on the proposed name, Glacier Teal, which would then be presented to international department heads and corporate leadership. Each region was responsible for crafting and showcasing its own concept, ultimately contributing to a unified global campaign for the launch.
The project had a two-week turnaround– one week for concept exploration and one week for refining the final presentation. Given the tight timeline and the absence of a dedicated copywriter, ChatGPT was utilized to streamline ideation and refine concept narratives. To align with the proposed color name, the creative exploration focused on the three distinct themes of minimalism, maximalism, and nature-inspired design. This approach led to the development of three initial concepts: Arctic Minimalist, Frosted Opulence, and Polar Discovery. Each concept included an introductory narrative, campaign mood, creative inspiration, target audience profile, photo direction, and proposed fonts and color palettes. Additionally, draft email designs and social media assets were created to demonstrate potential campaign execution.
While AI-assisted copywriting played a role in concept development, the visual assets were designed manually using Adobe Stock rather than AI-generated imagery. The only exception was the use of AI to elongate existing images to fit specific layouts, with all image searches deliberately excluding AI-generated content.
After presenting the three concepts to U.S. department heads, Polar Discovery was selected for further refinement and ultimately presented to international department heads and corporate leadership.
