— PROJECT NAME
A space for art
We were briefed to develop a campaign for the new waterproof and scratch-resistant Quick Step flooring. However, more importantly, it has an awe-inspiring feature of custom design creation.
For decades the advertising in the flooring category has looked the same: opulent interiors, monotonous locations, happy families.
We decided to flip the traditional view upside down by placing functional advantages in an entirely new visual art context.
We choose several famous paintings from classical to digital modern and thought about how the heroes' actions could harm the depicted floor. Then we rethought the plot in a series of short visual stories, featuring our products' superiority over paw scratches or spilled milk.
Our social media approach was built on the same twist.
We revealed the combination of unusual textures, interaction with sharp objects in our pieces of content, adding visual art to what it used to be boring.
Elena Budrina Creator
Alexander Redinger Creator
Maria Bashkova Art Director
Vsevolod Braginov Producer
Elena Chayka Brand Manager