Behr Paint Company has tapped singer-songwriter Katy Perry and audio streaming service Spotify to launch MUSIC IN COLOR by BEHR, an interactive audio representation of colors that Perry experiences through music. This all-new color selector tool will help people discover personalized paint color recommendations through their favorite songs on Spotify. The MUSIC IN COLOR by BEHR tool has gone live online, enabling consumers to discover the colors of their favorite songs.
The interactive color tool works across the entire Spotify music library by identifying key characteristics in a song, based on tempo, key and other musical attributes, to create a unique experience for each song and user. Combining Spotify’s streaming intelligence and the bold and fresh array of paint colors from Katy Perry’s exclusive color palette by BEHR, choosing a color is as easy as pressing play and users will be inspired to bring their beautiful DIY visions to life.
Developed in partnership with creative agency TBWAChiatDay LA, the campaign is accompanied by this film, “Katy in Color.” Featuring Perry, the film shows the relationship between music and the colors that she experiences. The film was directed by award-winning music video director Emil Nava, founder of Ammolite Inc. and best known for directing music videos for Rhianna, Calvin Harris, and The Weeknd.
CreditsClient Behr Paint Agency TBWAChiatDay Los Angeles Renato Fernandez, chief creative officer; Jason Karley, group creative director; Bruno Regalo, head of art & design; Jeff O’Keefe, Bert Marissen, creative directors; Mari McMurray, sr. copywriter; Mack Gire, sr. art director; Alicia Portner, sr. producer; Nat Wilkes, digital producer; Guia Iacomin, director of content production; Joanna Kennedy, strategy director. Production Company Ammolite Emil Nava, director; Kirsten Arongino, head of production/EP; Seth Levin, line producer; Matt Zaal, production supervisor; Ross Richardson, DP. Editorial Ammolite Alex Russek, editor. VFX Native Foreign Nik Kleverov, creative director; Rebecca hamm, exec producer; Morgan Locke, VFX supervisor; Jamez Gillman, compositing lead; Michael McConnell, designer. Audio Post Lime Studios Joel Waters, mixer; Collin Thomas assistant. Licensed Music Track (Never Really Over): Composed by: Gino Barletta, Michelle Elaine Buzz, Jason Gill, Leah Haywood, Danny Haywood, Katy Perry, Dagny Norvoll Sandvik, Hayley Marie Warner, Anton Zaslavski; Capitol Records Licensed Music Track (Waking Up in Vegas): Composed by: Desmond Child, Andreas Michael Carlsson, Katy Perry; Capitol Records. Licensed Music Track (Teenage Dream): Composed by: Lukasz Gottwald, Benjamin Levin, Max Martin, Bonnie McKee, Katy Perry; Capitol Records
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More