Colortek Paints Valentine

A Valentine's Day campaign for a paint brand, where colour itself becomes the declaration.

Campaigns Creative Direction Retail & Luxury

Close-in photography and hand-drawn detail recast the Colortek range not as a product catalogue but as a vocabulary for the things people make permanent together.

Campaigns

A paint brand doesn't have an obvious Valentine's story, until you reframe the product. Colour chosen for a shared space is a commitment that outlasts flowers. That was the premise.

The campaign was built for the Saudi Valentine's moment: intimate in scale, warm in palette, specific enough to feel personal rather than promotional.

Colortek Paints Valentine, Film

Campaigns

Creative executions leaned close: hand-drawn detail, tones pulled from the Colortek range reading as sentiment rather than specification. The Colortek palette did the emotional work without a word of copy that said 'love'.

Campaigns

The palette did the work without a word of copy that said love — sentiment carried entirely by colour, texture, and the warmth of a shared decision.

"Valentine's is not a holiday for paint brands, unless the paint becomes the love letter."

Colortek Paints needed a Valentine's Day moment that earned its place in the conversation — not by borrowing the holiday's visual shorthand, but by reframing the product itself. The brief asked how a paint brand steps out of its functional lane and into the register of genuine feeling. The answer was already inside the product: colour chosen for a shared space is an act of intimacy that outlasts any bouquet, any box of chocolates, any seasonal gesture. That was the creative premise the campaign was built on.

The executions leaned deliberately close — into the intimate, the tactile, the hand-held. Photography framed the gesture at human scale: hands near walls, brushstrokes that read like handwriting, warm tones pulled straight from the Colortek palette and arranged so they read as sentiment before they read as specification. Hand-drawn detail threaded through the visual system added a softness the brand rarely showed, signalling that this wasn't a promotional overlay but a considered creative register. No piece of copy was asked to say 'love' directly. The palette did that work on its own.

The campaign was conceived as a social-first moment, calibrated to the Saudi Valentine's cultural context — warm rather than sentimental, personal rather than promotional, specific enough to feel earned. Creative direction held the line between genuine lifestyle resonance and the brand's existing equity: the Colortek palette remained unmistakably itself even as it was recast as emotional vocabulary rather than product catalogue.

The result was a campaign that repositioned colour selection as a declaration: the most permanent thing two people can choose together. Quiet, deliberate, and designed to land with the same intimacy it set out to capture.

Client

Colortek Paints

Industry

Retail & Luxury

Services

Campaigns
Creative Direction

Office

Riyadh

Year

2023

Studio

HoopAI Creative Studio