Description:

Aalto paints have more colour in their colour. Technically this means there are more base colour paint pigments in Aalto’s colours, with as many as 16 being used to achieve one colour. These pigments get calibrated and injected into custom paint bases, mixing their full range of custom colours. The challenge was to capture this alchemy in action and creatively share this story.

The solution materialised in campaign form, communicating ‘There's more colour in our colour’. Tight crops, wide crops, macro moments, and motion-based cinematic shots reveal the mixing of a variety of different pigments through to the finished paints. Stunning abstract imagery of colours merging is paired with their actual product colour and name to show this transformation. The depth of Aalto’s colour makeup has been told through their rich collection of vibrant hues, art-directed to be captured in a range of interesting ways. This, combined with messaging, flooded all of their marketing tools and channels, filling them with colour.

The addition of the pigment colours in their raw vibrancy, adds a new intense aesthetic layer to the Aalto brand. The transformational change of the storytelling imagery and vibrancy of the colour campaign has reinvigorated their brand, catching retailer attention, and increasing engagements with sales teams.