V&Co launched their “Dead Flat Matt” paint range and needed a hero visual that would elegantly showcase the product’s ultra-flat finish. The concept was to create a clean, minimalist visual that subtly highlighted the paint’s unique qualities without distraction.
Dead Flat Matt.
I 3D modelled a photorealistic paintbrush and crafted an animation in which the brush seamlessly blends into the wall it has just painted. A slow, deliberate lighting shift revealed the perfectly smooth, non-reflective surface — emphasising the premium, velvety texture of the Dead Flat Matt finish.
The animation became a centerpiece of the launch campaign across social media, providing a simple yet highly effective way to communicate the product’s unique selling point.
Agency - Dentsu Creative