One giant leap for spray paint.
Not just do-it-yourself. Choose-it-yourself.
Spray paint. The Swiss army knife of DIY. Its uses are endless: stopping rust, flipping furniture, redoing decor. But up till now, there’s only been one way to spray. Rust-Oleum’s new 5-in-1 nozzle is changing that. It’s got five different patterns, letting users tailor the spray to their project.
Our job? Getting people to understand—and embrace—the new nozzle. We built a campaign showing how the right spray pattern can eliminate drips, runs and uneven coverage. And we won over DIYers with a simple message: Their weapon of choice now comes with more choice. And more choice means better results.
TV
:30
Digital
AR Experience
Spray it. Don’t say it.
Step into the spray paint aisle of any home improvement store, and you’ll see paint-splatter evidence of a universal truth: When it comes to spray paint, people want to try before they buy—even if that means defacing store property to test out a can.
So instead of just telling people how great the 5-in-1 nozzle is, we showed them. In-store QR codes drove them to our custom AR module, where they could try out the spray patterns for themselves.
Web AR
Not Another App.
We used the WebAR platform, making the experience accessible and easy to use without having to download (yet another) app.
3D Models
Nooks, Crannies, Edges and Planes.
To show off the spray patterns, we used five 3D models, each highlighting a different problem the new 5-in-1 nozzle can help solve.
Free Spray Mode
Spray to Your Heart’s Content.
Users can follow a guided experience or choose “Free Spray” mode to play and explore at their own pace.
Website
A Place to Land.
We also designed a microsite to support the campaign—driving ad traffic directly to the AR experience.
Social
rustoleumWith five spray patterns, you can make every detail on your DIY look better than ever before. What will you paint with Custom Spray 5-in-1?
rustoleumMore paint. More power. Custom Spray 5-in-1’s High Output spray pattern releases more paint than our standard spray. Which means you can paint large pieces and rounded edges more seamlessly.
rustoleumClassic spray. Now, with a twist. Start with the Standard spray pattern on Custom Spray 5-in-1 for a traditional application on a wide variety of DIY projects.
rustoleumPaint with precision. Custom Spray 5-in-1’s Low Output sprays less paint and provides more control for painting fine, intricate details. No more drips or overspray.
rustoleumGo the distance. Get even coverage on wide surfaces with Custom Spray 5-in-1’s Vertical Fan. Spray side to side on larger areas for a professional finish.
rustoleumReach new heights. Tackle tall surfaces with Custom Spray 5-in-1’s Horizontal Fan. Spray up and down for even coverage and a professional finish.
rustoleumOne can. Five ways to spray. Tackle any project with a can of Custom Spray 5-in-1.
rustoleumMore choices. More confidence. Introducing Custom Spray 5-in-1, only from Rust-Oleum.