Laundry takes us behind the scenes of new Kilz spot

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Design, animation and production studio Laundry recently animated a photoreal CG spot for KILZ primer. The new campaign via Los Angeles-based 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).  

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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!”

“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. 

CREDITS:

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: 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

SOURCE: Laundry

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