Full Moon: A Rare Phenomenon Illuminating Social Media

Fabiano Dalmacio's Award-Winning Design for Guinness

When the world was abuzz about the rare Halloween blue moon, Guinness became part of the conversation. Fabiano Dalmacio, an Art Director at Rothco, part of Accenture Interactive, designed a unique visual for the brand. This innovative design was posted on social media on Halloween night, making Guinness a part of this global phenomenon.

The design was inspired by the rarity of a blue moon, particularly one visible worldwide on Halloween. This event last happened on October 31, 2020, and the next one is expected only in 2039. Dalmacio's design captured this unique event, making it a part of the Guinness brand narrative.

The design was realized using Adobe Photoshop. High-resolution images were retouched and manipulated to create the final image. The result was a combination of layers using moon references, Guinness images, and beer textures. The design was specifically tailored for Facebook and Instagram feeds/stories.

The project was developed in Dublin, Ireland, in October 2020. Extensive image research was conducted using visual databases from Google and NASA. These images were combined and compared with brand assets to create the final visual. The biggest challenge was finding the right visual balance through retouching and photo manipulation. This was achieved by combining different layers with images from the archive and brand assets like the creamy foam photography.

The design had a significant impact. The post reached 662,500 people in Ireland alone, driving 2,600 to the Guinness brand website in just a few hours. This design was awarded Silver in A' Advertising, Marketing, and Communication Design Award in 2021, a testament to its creativity, professional excellence, and innovation.

In conclusion, Fabiano Dalmacio's 'Full Moon' design for Guinness is a testament to the power of seizing unique moments and transforming them into compelling narratives. This design not only captured a rare celestial event but also illuminated social media feeds, enhancing the brand's visibility and engagement.