Rust-Oleum
Content, campaigns, and community.
I worked year round on Rust-Oleum’s “Always-on” social presence for over two years. Projects were concepted, prepared, art directed on set, and edited by myself and my co-designer, Mary Richards. We had the pleasure of working with Rust-Oleum’s in-house team and studio to capture the creations.
At the same time, we worked with a larger team to create “Pride in the Making,” a brand campaign that repositioned Rust-Oleum as a champion of something more meaningful—the pride you feel when you Do It Yourself. The campaign tapped into their community of everyday DIYers.
We also created an influencer content series, “Pride + Joy” where we document DIYers and Thrifters as they “spray new life” to into donated and discarded items in their town due to the influx of donations after the Marie Kondo craze.
Video + photo art direction
360 Campaign
social strategy
video editing
Always-on Social
In preparation for our “Always-on” shoots with Rust-Oleum’s production team, I would create in-depth pre-pro decks every other week with sketches to outline our vision and give the studio team an idea of what sets they would need to start building and what models to cast.
Each quarter we would create a strategic plan and brainstorm projects based on trends in the home improvement and DIY space as well as upcoming holidays and pop culture. Content was spread across Instagram, Facebook, Pinterest, and their website.
Pride in the Making Campaign
We tapped into Rust-Oleum’s existing DIY community to help us create a call to action video, asking other makers to share their spray paint projects. We turned that real user generated content to create a brand anthem video, a content hub with tips and project ideas, warm weather triggered ads, and social ads.
Rust-Oleum saw a 50% increase in followers for the brand after the campaign launch.
Pride + Joy Mini Series
We challenged three popular DIY influencers to go on a quest to thrift stores after the influx of donations due to Netflix’s popular series, “Tidying Up with Marie Kondo”. Influencers created a series of mini shop along and how-to episodes that were featured on social platforms like Youtube and Instagram TV, encouraging people to spray joy into unique thrift store finds.
Agency: VSA Partners
Credits:
Social
Visual Design + Art Direction: Andrea Dunn, Mary Richards
Copy: Zach Frazer
Production Crew: Rust-Oleum
Campaigns
Visual Design + Art Direction: Andrea Dunn, Mary Richards
Creative Director: Evan Thompson, Elle Abarca, Jim Toth
Copy: Zach Frazer
Strategy: Marisa Rondinelli
Project Management: Elyse Blumenthal
Campaign Video Editor: Justin Leyba