Benjamin Moore is only sold at locally owned stores, but most people don’t know that. To save shoppers from another disappointing trip to Lowe’s or Home Depot, we decided to reach them at an earlier stage of the paint process – when they’re still just looking for color inspiration online.

We did this by baking in our secret message, ”Benjamin Moore paint is only sold at locally owned stores”, into existing Benjamin Moore images.

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The message was disguised through real props we made and inserted into the scene; wall art, books, kitchen jar labels, pillows, etc… all ending up on countless inspiration boards around the world.

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A post shared by Benjamin Moore (@benjaminmoore)

@benjaminmoore Replying to @manebymichelle Molly shares her tips for bringing more warmth to a space ☺️ #BenjaminMoore #Paint #PaintTok #DIY #BenjaminMoorePaint #PaintColors #InteriorDesign #ColorAdvice ♬ original sound - Benjamin Moore

@benjaminmoore Molly is here with a few of her favorite unexpected color combinations. Which is your favorite? #benjaminmoore #paint #paintcolors #colorcombos ♬ original sound - Benjamin Moore

@benjaminmoore Replying to @sandynegron Need to paint your entire home? Here are 5 white/neutral paint colors Molly loves to use as a starting point. #BenjaminMoore #Paint #PaintTok #DIY #BenjaminMoorePaint #ColorAdvice #InteriorDesign #Neutrals ♬ original sound - Benjamin Moore

Benjamin Moore is only sold at locally owned stores, but most people don’t know that. To save shoppers from another disappointing trip to Lowe’s or Home Depot, we decided to reach them at an earlier stage of the paint process – when they’re still just looking for color inspiration online.

We did this by baking in our secret message, ”Benjamin Moore paint is only sold at locally owned stores”, into existing Benjamin Moore images.

The message was disguised through real props we made and inserted into the scene; wall art, books, kitchen jar labels, pillows, etc… all ending up on countless inspiration boards around the world.

We fabricated 40 unique props with our hidden message, to create over 100+ unique assets. Here are some of my faves.

Made at FIG

Roles: Art Direction, Graphic Design

Typographer: Simon Walker

Prop Photographer: Dylan Ellis

Interior Photography: Benjamin Moore

Prop Production: ABC Props

Sr. Copywriter: Cynthia Osborn

Executive Creative Director: Asan Aslam