We worked with Bell Group to create a fictional character called John Miller – the world’s most fanatical painter. No one loves painting as much as John. He loves it so much he ‘sleep paints’, has a 30 brush holder and keeps a shrine of all the important brushes from his career in his shed. Yeah, he’s unique.
The big idea was a mockumentary style film about John, and a day in his life as a painter. We meet John at the end of another glorious day ‘on the brush’. He’s heading home to cover up another ‘sleep painting’ incident.
We created a 6 minute hero film which was also edited into shorter conversion orientated ads which ran across Facebook and Instagram. We filmed a number of comedy skits showing John through his day. We purposefully shot scenes we knew would stir up conversations between painters and encourage sharing of the videos. Making the content raw and relatable helped encourage viewers to tag, share and comment on the content, making our reach grow exponentially. Throughout the mockumentary we peppered the script with trade jokes to further appeal to the highest quality painters.