ELENA BUDRINA

A SPACE FOR ART

— PROJECT NAME

A space for art


— CLIENT

Unilin


— ROLE

Creator


— DATE

20/05/2018





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. 


Background


For decades the advertising in the flooring category has looked the same: opulent interiors, monotonous locations, happy families.


Solution


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.

SMM

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.


CREDITS


AILOVE

Elena Budrina Creator

Alexander Redinger Creator

Maria Bashkova Art Director

Vsevolod Braginov Producer


UNILIN

Elena Chayka Brand Manager