• by Fern Siegel , March 29, 2023

Creative agency BMB is launching a campaign for Farrow & Ball's new Dead Flat paint finish.

This premium, multi-surface paint offers a matt look with durability, so customers to can color drench their walls, woodwork, ceilings and metalwork.

The spot for the high-end British paint brand runs on TV, print and social media. A product demo is transformed into art for the work, tagged "Pain Perfected." It runs in the U.K., U.S., France and Germany, targeting design and decor enthusiasts.

The 30-second TV ad depicts an abstract variety of interior surfaces being painted to form disconnected shapes and curves. The seemingly disjointed sections converge to create the F&B logo, dramatizing Dead Flat’s applicability on various surfaces.

Mindshare handled media buying.

Charlotte Cosby, creative director at Farrow & Ball, called the new paint finish “a revolution in technology.”