LLYC creates data-driven artwork to launch its new positioning and offering

LLYC has launched a new campaign centered on a unique data art piece to present its new offer and positioning. The firm’s new tagline, LET’S FLY, reflects the value that can be generated when innovation, ideas, and influence are boldly combined.

“We want to showcase our work and beliefs during this incredibly exciting time for LLYC. Our unique fusion of technology, creativity, and expertise is made possible by our steadfast commitment to innovation and the seamless integration of talent from CHINA, Apache, and BESO,” explains Luisa Garcia, Partner and Global COO of the consulting firm.

The campaign is part of the consultancy firm’s new business offering, which already offers more than 50 Marketing and Corporate Affairs services and solutions, with almost a hundred creatives and as many data engineers. LLYC invested 

Data art at the campaign’s core

The campaign’s central element is a data art piece created in collaboration with the Espadaysantacruz artists collective, which demonstrates how combining technology and craft can identify and take advantage of less traveled territories, generating opportunities for connection and impact. 

The data art piece takes as its starting point the social conversation generated in one year in the 12 countries where LLYC operates. LLYC’s Deep Learning team analyzed more than 18.4 million messages, creating a unique visual representation. The data is transformed into color, yarns, warp, and weft, resulting in a unique fabric generated with 3-D printing. Thus, technology gives rise to beauty and this, in turn, generates multiple interpretations and suggestive and inspiring expressions, such as those of the campaign’s audiovisual pieces.

This fabric is extremely innovative and producing it has been a challenge since 3D printing is usually used for non-flexible products, i.e. rigid parts. This is a little explored territory and where LLYC once again shows its audacity. The resulting fabric is unique, malleable and flexible, as the company wants its solutions to be, in order to adapt them to what each client needs and how it can add value at any given moment.

Rafa Anton, LLYC’s Global Chief Creative Officer, emphasizes the multifaceted nature of the project. “This initiative enables us to discuss integration and the utilization of data to uncover fresh communication avenues,” he explains. “However, I find it most compelling when viewed as an evocative means to articulate the essence of LET’S FLY and encapsulate the spirit of the company amid this transformative period. It invites us to continue innovating and venturing into uncharted territories, which has prompted Espadaysantacruz and ourselves to embrace experimentation.”

The fabric, its color scheme, and threads reflect what LLYC is today: more than 1,200 professionals that make up a unique Marketing and Corporate Affairs offering, combining the talent and vision of the companies the consulting firm has acquired in recent years. Currently, 50% of the firm’s business is already marketing services (brand & ad, paid media & performance, growth and deep learning).

The innovative, multidisciplinary, and experimental nature of this initiative is also a reflection of the path LLYC is taking and its way of understanding audacity: working with its clients and with professionals from multiple disciplines (such as the Espadaysantacruz artists’ collective) and discovering together new ways of communicating.