Winsor & Newton : The Pursuit of Perfection

With two new oil colour ranges coming to market it was time to get creative with Winsor & Newton.

Aimed at two different audiences (Winton for amateur enthusiasts and Cadmium Free preferred by seasoned pro’s) we sought to establish different personalities in our launch films while living under our campaign line ‘The Pursuit of Perfection’.

This really involved getting to grips with the paint and understanding how it performed; some pigments are unctuous and malleable, while others more clay-like – in reality every oil colour had its own idiosyncrasies and my storyboards were essentially built around camera techniques which would bring out the very best qualities in each while linking together harmoniously and laddering to a key visual.

To embellish the difference between ranges further, we used playful boomerang and speed-ramp editing techniques set too up-tempo, fashionista soundtrack in our Winton film – and a more sedate, flowing pace for Cadmium Free featuring endoscopic lenses making paint feel epic in scale.

As well as directing the hero films alongside videoagrapher Thomas Rees Kaye, I shot-listed and oversaw large number of social cut-downs and edits zeroing in on specific product qualities and features.

Media:
Film, Digital, Social, Press, Print