Benjamin Moore was tired of talking about paint colors and durability, so we created a campaign that celebrates the unsung heroes in the renovation process: the contractors. Because while these guys may look a little rough around the edges, they actually take a great deal of pride in making our homes look great.

Directed by Errol Morris at Biscuit, we shot an array of unique spots in three days—a :60, four :30s, and four :06s. Longer-form spots ran on national broadcast in both the US and Canada while the shorter spots were served online.

Print work continued to celebrate painters by placing them in environments and poses normally reserved for interior designers, celebrities, or wealthy homeowners. We then bought placements in magazines that would typically feature homes in this way, such as Architectural Digest and Dwell. All three of these were shot on sets we built in Brooklyn by Simon Watson.