Most people reach for black ink out of habit, and G2 Black had long been Pilot’s bestseller because of it.

But color science tells us something powerful: the hues we write in can influence how we feel and think. People want to be more productive, optimistic, and creative—they just don’t realize their pen choice could help get them there.

So we turned colored ink from a preference into a performance tool. G2 Boost launched as curated color packs, each designed to harness a specific mindset, backed by science. Instead of asking people to “try something different,” we gave them a reason to.

I concepted, directed and designed all materials for this campaign.