With help from AI, Rust-Oleum “visited” famous art galleries to launch its new paint collection.

The creative depicts various live-action art lovers that appear to be engaging with “the greatest works of all time,” all while composited onto AI-generated museum backgrounds through green screen. The footage was enhanced with CGI and natural lighting with background reflections and textures added in post.

Mike Mills, president of creative agency AndSo, tells strategy that the AI-background solution was forged to save the gallery idea, which the client loved.

“It allowed us to tackle an idea that historically would have involved a very expensive travel component,” Mills says. “So not only did this solution allow the client to be in-market longer – as there would have been no video at all in the buy if we couldn’t crack this puzzle – it allowed the campaign to be deeper and more integrated.”

Simply put, AI allowed AndSo’s team of creatives to do something that otherwise would have been impossible, Mills says.

The campaign reintroduces the Colour Spark line that includes just 11 colours, selected by experts. Since some brands offer up to 4,000 choices, creative agency AndSo put the focus on specifics, portraying Rust-Oleum’s colours not just as good, but the greatest of all time. Aiming to prove it, AndSo assessed some the world’s most famous works of art to match Rust-Oleum’s shades to ultra-specific sections therein.

Rust-Oleum was emboldened to narrow down its Colour Spark options through research suggesting that the core consumer can be overwhelmed when choosing paint at retail. The company says it’s aiming to appeal to a demographic primarily of women in the 25 to 40 age range.

The campaign, which launched late last month on connected TV, OOH, social, OLV and programmatic, runs through the end of July.

The media strategy focuses heavily on driving conversion and leveraging in-store efforts and targeting consumers near the point of purchase with DOOH. Roku store-locator ads and YouTube location-extension elements are also included. The buy is being managed by Involved Media.

AndSo has been worked with Rust-Oluem on a project basis for a range of campaigns since 2023. The shop led on strategy and creative and The Deli led production.