March 2020 saw the launch of Benjamin Moore’s “See the Love” brand campaign which, for the first time, made Contractors the hero of the paint story. But in 2021, we sought to widen the campaign’s focus to include two more of the brand’s largest audience segments: Homeowners and Architects/Designers. We keyed in on what was most important for each segment, in order to create a suite of assets that were unique in approach, but cohesive in tone.
When it comes to Homeowners, paint competitors typically spotlight their color offerings; but we took a different approach—highlighting instead Benjamin Moore’s high quality and showing Homeowners that choosing a better product does not go unnoticed. For Architects/Designers, we recognized the hard work that it takes to bring a vision to life, and the importance of choosing a product that is up to the task.
Video Director: Gia Coppola
Video Production: Biscuit
Print Photographer: Simon Watson
Agency: FIG*
Bird (:30)
Print Ads