One giant leap for spray paint.

Campaign
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The Dawn of a New Spray

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

“Now, More”

: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.

7:20

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.

7:20

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.

7:20

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.

7:20

Website

A Place to Land.

We also designed a microsite to support the campaign—driving ad traffic directly to the AR experience.

Give it a spin.

Care to give it a spin?

Scan the QR code to try out the spray patterns for yourself.

Try the experience

Social