Baoqi Ding & Yuanfei Zhao on Designing Journie for Solo Female Travelers
April 7, 2025
Ramesh Pingili Shares His Journey in Enterprise Tech
April 7, 2025
Next. Made. Real.
An out-and-out white pixel floats against a dark background, its crisp edges cutting through the shadows. Within its boundaries, three words stand in monospaced text, framed with precision; an encoded statement, a digital imperative. The pixel serves as more than a mere design element, it forms the core of PA Consulting’s Next. Made. Real. campaign, a bold visual language that intersects human ingenuity with the rise of artificial intelligence.
PA Consulting’s latest campaign embraces both the urgency and complexity that AI introduces, offering a visual response that is as structured as it is thought-provoking. The concept draws directly from the syntax of coding - language as the bridge between human thought and machine execution. From programming languages like Python and C# to the growing presence of large-language models, the campaign recognizes that digital transformation is written in text, processed in data, and ultimately interpreted through human experience.
Against minimalist backdrops, the campaign's design features short, staccato word sequences: FEAR HOPE LEAD, KNOW NEWS GOOD, BANK TIME SAVE, KIDS PLAY SAFE. Each trio is visually anchored by the final word, printed in PA’s signature red. The simplicity is deliberate.
Each phrase delivers a call to action, relevant to specific industries - whether addressing leadership challenges, financial efficiency, or cybersecurity concerns. The clean monospaced typography, set within structured white blocks, echoes the command-line interfaces that power AI systems, reinforcing the idea that digital transformation is built line by line, decision by decision.
This is not just branding. It is a statement written in code, designed for clarity, and aimed at shaping a future where technology serves people, not the other way around.
The campaign’s imagery reflects PA’s perspective: the future of AI must be rooted in human value. Photographs feature individuals in environments touched by digital evolution, an executive analyzing data streams, a researcher interacting with AI-generated models, a child engaging with technology in a secure space.
The controlled lighting, precise compositions, and thoughtful framing all point to one message: digital for humans. Each element of the campaign is designed to push the conversation forward, positioning PA at the core of AI’s most pressing questions while reinforcing its role as a leader in practical, impactful innovation.
Credits
Entrant Name: PA's Next Made Real Campaign
Entrant Company: PA Consulting
Winning Category: Digital Marketing (Campaign) - Integrated Campaign
Read more about The Golden Age of Advertising, an award-winning creative advertising campaign here.
