Where adults see a beautiful living room, children see a space where they can play soccer or basketball. To take care of home, Qroma recommends decorating the rooms with washable paint that resists kid´s games.
The graphic pieces of the advertising were in charge of the production studio Estilo3D that - together with the creative team of Fahrenheit, worked on the design of the furniture taking special attention to the mood of each living room, managing to illustrate two sophisticated rooms that contrast with children's desire to play games.
All elements were generated in 3D-CGI. The campaign includes still images for graphics and imagery for outdoors, as well as digital animations.
Estilo3D is the 3D-CGI production studio, which produces premium images for brands, advertising agencies and Health & Wellness, based on art direction and industrial design. The leading producer has collaborated in works that have obtained 17 Lions at the Cannes Lions International Festival of Creativity, as well as in projects awarded at more than 200 international festivals.
More information at www.estilo3d.com and its social networks.
Tell us about your role in the creation of this work.
Our role, as the brand’s creative team, was to develop an impressive idea for outdoors and finally supervise the production of the 3d illustrations.
Our work was a mix between art direction and interior design through the use of the 3D/CGI.
Give us an overview of the campaign, what is it about?
The campaign goes about the fact that the house should be a comfortable space for everyone, even for the children, who are creative by nature and are likely to dirty the walls with balls, crayons or whatever. With washable paints, we don't see it as a problem.
The print and animations should reflect that the rooms are a place where the children get fun, so you just need to buy a good paint and let them play.
Tell us about the details creative brief, what did it ask?
The brief asked us to communicate that American Colors premium paints are super washable. The challenge was to find an impressive and very direct way to spread our message through outdoor ads.
Which insight led to the creation of this piece of work?
We decided to face an insight into families with children because where parents see a living room, a bathroom or a kitchen, children find spaces to play or let their imagination flow. If your paintings are super washable, it's totally fine.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We wanted to face the brief directly from the word "washable". We found it interesting to compare the washability of the paint with the washability of the clothes. However, we decided to touch an insight that every family can be identified with. In addition, the idea we chose allowed us to show more premium spaces and decoration, which belongs to American Color's territory.
What was the greatest challenge that you and your team faced during development?
Our biggest challenge was to achieve a good coexistence between the imagination of children and the premiumness of the brand. But finally we achieve it with satisfaction by choosing sports fields as our graphic resource. The lines of the fields helped us to have a minimalist and elegant design.
The biggest challenge was to achieve balance between both executions. Every time we added something to one of the living rooms feel we were missing something from the other one.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
We truly enjoyed experiencing the world of decoration. We work in creativity every day, but we don't always have the opportunity to learn about trends and colors from the point of view of interior decoration. Estilo 3D helped us a lot in that sense and it was a pleasant experience to work with such talented people.
Undoubtedly the best was the process of selection and creation of each element. Mixing design classics with others imagined by us was a great experience.
Where do you see this campaign going in the future?
This campaign is based on a very liquid idea, so it's likely that the brand will continue developing pieces in different media. Showing children's imagination to talk about washable paints allows us to create different ideas without losing the essence of the brand and the product.
Agency: Fahrenheit DDB Perú.
Executive Creative Director: Ricardo Chadwick.
Chief Executive Officer: Alberto Goachet.
Chief Creative Officer: Sergio Franco.
Head of Art: Luciano Leone.
Art Director: Angelo Gonzales
Copywriter: Gonzalo Pazos
Account Director: Manuel Vergara
Account Supervisor: Vania Delgado
Account Executive: Karina Líébana
Production Director: Vanessa Díaz.
Producer: Mateo Arrieta
Production House: ESTILO3D l Art Production Studio