Design, animation and production studio Laundry recently animated a photoreal CG spot for KILZ® primer. The new campaign via ad agency Arcana Academy encourages younger do-it-yourselfers, particularly older Millennial or “Xennial” consumers, to use primer before they paint.
Set to REO Speedwagon’s early ‘80s hit, “Keep on Loving You,” the 30-second spot plays in the style of a romance film montage, where paint and primer find their match on a dating app, followed by a first date, moving in together, getting married, and taking a honeymoon in the tropics. The spot ends with the campaign slogan, “Every project is worth it.”
Digital and social ads tagged, “a match made in heaven,” show such outtakes as their dating-app connect and wedding (complete with the full line of KILZ products in the bridal party).
“Paint Loves Primer” will run continuously on DV 360 and YouTube, while banners run across a wide range of online sites and social networks during that time.
To view “Paint Loves Primer,” please visit: https://vimeo.com/397537012
For Laundry, led by Executive Creative Director Tony Liu, the goal was to make the piece more of an homage to ‘80s romance than parody. The team started by researching how they wanted the montage to come together and testing cross-dissolves and transitions early in the process. They worked closely with Arcana Academy to highlight the best references to classic movie tropes and to bring personality, fun details, and Easter eggs — such as the heart in the coffee foam and jumping dolphins behind the wedding ceremony — into the piece.
“It was such a joy to brainstorm all of these ideas and bring them to life,” says Liu. “The challenge was finding the balance between the animate and inanimate cans of paint and primer — giving them life without making them look cartoon-like. In addition, we spent a fair amount of time on developing the photoreal horse with realistic hair simulation. This project brought together our love of animation, humor, and all things ‘80s!”
Client: KILZ, BEHR Company
Chief Marketing Officer: Jodi Allen
Senior Director, Brand Marketing: Andy Lopez
Senior Brand Manager: Mallory Jurich
Brand Manager: Tiffany Higgins Agency: Arcana Academy
Creative Directors: Lee Walters, Shane Hutton
Agency Producer: Jessica Darke
Account Management: Nicole Young, Kensy Reissig Animation Company: Laundry
Executive Creative Directors: Tony Liu & PJ Richardson
Executive Producer: James Sweigert
Head of Production: Matthew Primm
Producer: Dean Marchand
Design: Micah Fitzgerald, Fernando Lazzari, Mira Zimmerman
Animation & Compositing: Micah Fitzgerald, Miro Klasinc, Geoff Ciccarelli, Alan Ng
Sound Design and Mix: D. Chris Smith
Music: REO Speedwagon
Launched in 2005 by Partners/Executive Creative Directors PJ Richardson and Anthony Liu, Laundry is a Los Angeles- and San Francisco-based design, animation and live-action studio specializing in commercials, film, and digital content. As experts of the unexpected, they bring a different take on things, living for the challenge, and loving the rush of pulling it all off. Recent clients include Uber, Honda, AT&T, Facebook, Nike, Airbnb, EA, Instagram, and MTV.