The project was created for the brand to showcase their new soft touch matte paint

In efforts to promote its new Century paint collection, Benjamin Moore, a leading American paint manufacturer, released a room-size stop-motion film which puts the paint in the forefront in a visually intriguing way.

Created by The Martin Agency in collaboration with production company GenPop, the video sees a white room transformed into a stunning, peppermint-stripe graphic design. Stripes of deep red paint zig-zag along the walls to finally form a silhouette of a red-and-white striped paint roller, on a red-and-white striped wall.

The simplicity of the idea combined with the excellent execution, create an ad which presents the product in a unique and captivating way. However, from the production standpoint, this seemingly-easy project caused a lot of challenges—main one being that when the paint changes color as it dries, which required a high-level of coordination between the crew members. “Doing a stop-motion ad in full scale is one of those kind of like borderline bad ideas where it’s almost a good idea except that you run into a lot of problems. It just takes too many people way too long,” explained director Fons Schiedon.

Marketed as the world’s first soft touch matte paint, the Century paint collection comes in 75 colors and is targeted primarily at the professional designer community. The paint offers a tactile experience similar to that of a soft leather glove and will be made in small batches that will be pre-mixed and sealed to ensure quality and experience control.


Benjamin Moore

In efforts to promote its new Century paint collection, Benjamin Moore, a leading American paint manufacturer, released a room-size stop-motion film which puts the paint in the forefront in a visually intriguing way.

Created by The Martin Agency in collaboration with production company GenPop, the video sees a white room transformed into a stunning, peppermint-stripe graphic design. Stripes of deep red paint zig-zag along the walls to finally form a silhouette of a red-and-white striped paint roller, on a red-and-white striped wall.