This campaign presents Benjamin Moore’s incredible paint quality as seen through the emotional impact of various colors, configurations and concepts.

It’s a wonderful exercise to translate a specific color and its character in a filmic medium. Who people are, what they do, their look, and the palette of their moods are all influenced by color.

So, the ambience of each second of film will be influential.

We experience color change in camera with builds and projections, not as a post effect. The graphic qualities are what make our images feel so real in their design. To ensure belief in the special power that the quality of paint has over the aficionado’s eye, aesthetic choreography between elements is critical. With the choice of a color, you define your environment, and that is how particular one has to be to choose Benjamin Moore.

Our look and feel says loud and clear that this is the definitive Benjamin Moore campaign. There’s a sense of visual unity in the art direction across the campaign.

Visually, the film is a celebration of colour, and we’re not being shy about it. There is also a psychological effect that comes from colour sequencing, which we cannot ignore. On the spectrum, there are hues that cause the heart rate to go down or up. Adding white or complementary colours can have a soothing effect. Contrasting colours and blacks create more edge. The music track is also aligned with these ingredients, as well as the pace of the edit.

To fill this with as much energy and mixed media as possible, the staging was a big collaboration with art department. We shot everything that was projected on the wall, and these environments and designs required their own mini-prep and production.