New Video: Benjamin Moore's "Arborcoat"


Robert Goldrich


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Old seemingly useless deck wood is turned into the world’s largest wooden yo-yo, a transformation made possible in part by Benjamin Moore’s Arborcoat stain. The Martin Agency even had a Duncan-sponsored yo-yo expert on site to help out with the mechanics and logistics. The six-foot, two-inch, nearly 400-pound yo-yo was documented from its initial design all the way to its final deployment in the desert, where it was dropped from a 100-foot crane. A parting slogan reads, “Make old wood young again.”

Directed by Jonathan Zames of Caviar, the video will be seeded online to reach both consumer and residential contractors through media and the microsite 


Client Benjamin Moore Agency The Martin Agency Joe Alexander, chief creative officer; Vanessa Fortier, sr. VP/group creative director; Dave Gibson, creative director/copywriter; Mauricio Mazzariol, associate creative director/art director; Christina Cairo, executive broadcast producer; Ashley Covington, project manager; Matt Mattox, group planning director; Kevin Rothermel, sr. strategic planner. Production Caviar Jonathan Zames, director; Kelly Bowen, head of production; Luke Ricci, exec producer; Kali Erin Niemann, producer. Editorial Whitehouse Josh Bodnar, editor; Kristin Branstetter, exec producer. Animation/VFX Eight VFX Audio Rainmaker Mike O’Connor, engineer/mixer.

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