Award-winning production company 1stAveMachine recently collaborated with The Martin Agency to deliver a series of commercials for “Paint Like No Other,” Benjamin Moore’s largest campaign to date highlighting its product innovations and retailer expertise.
For the four-spot campaign, including the recently launched :30s “Nursery” and “Firing Squad,” 1stAveMachine directors Tomi Dieguez and Bob Partington teamed up to execute vivid and creative scenarios demonstrating how Benjamin Moore’s new, revolutionary paints don’t fade, chip, stain, or harm people or the environment.
In “Nursery,” a group of friends paint a whimsical mural in a room full of sleeping babies, highlighting the unique gentle qualities of Benjamin Moore’s baby-safe and environmentally friendly Natura paint.
The similarly revealing “Firing Squad” presents scientists in a lab with DIY-style cannons, blasting a pristine white wall with a rainbow-colored array of filthy household items ranging from crayons to Jello. Just after, the mess is effortlessly wiped away to reveal the clean white wall beneath, protected by Benjamin Moore’s incorruptible Regal Select paint.
1stAveMachine brought this bright and original campaign to life following an impressive series of recent projects for brands including a series of nostalgic spots for Gatorade featuring Michael Jordan, an award-winning piece for Google, the revolutionary “smallest film ever made” for IBM, an inventive holiday project for Samsung, and an elegant Squarespace campaign.
Brand: Benjamin Moore
Title(s): Nursery, Firing Squad
Agency: The Martin Agency, Richmond, VA
Chief Creative Officer: Joe Alexander
Creative Director: Vanessa Fortier
Associate Creative Director/Copywriter: Neel Williams
Senior Designer/Art Director: Sarah Berkheimer
Executive Producer: Christina Cairo
Producer: Heather Tanton
Production Company: 1stAveMachine
Directors: Tomi Dieguez, Bob Partington
EP/Partner: Sam Penfield
EP: Garrett Braren
Line Producer: Jil Hardin
Post Producer: Malú Rodriguez
DOP: Manel Ruiz
Art Director: Vera Arico
VFX Director: Lucas Di Rago
Production Partner: Tronco
EPs: Lautaro Brunatti, Leticia Christoph
Line Producer: Nico Buris
Post Producer: Sebastián Sanz
1stAveMachine is a mixed media production company and storytelling outfit. They create video, digital, and experimental content for TV, print, web, and mobile, all with a unified singular vision. They have won numerous awards since their formation, including Gold, Silver, and Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been featured across the globe and during the Super Bowl.