Creative Approach

Creative Approach – (mostly)Non-Fiction West Virginia Paint Company

Video Audio
1. West Virginia Paint Company building is shown from the outside. In a world of black and white this building is the only one that is in color. Tomaso Albinoni – Adagio in G minor plays
2. One person is seen walking into the building. It is a male he’s only shown from behind. He is also in black and white. Tomaso Albinoni – Adagio in G minor
3. As he walks through the door (still only shown from behind) he is mesmerized by the vivid colors that are bursting from the paintings hanging on the walls. Tomaso Albinoni – Adagio in G minor
4. He walks towards the paint supplies (still only shown from behind) and as he picks up a paint brush he himself becomes colorful. Tomaso Albinoni – Adagio in G minor then the beginning of The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays
5. Grabs a variety of paint that is laying on the shelves in their places. Carries them over to an easel which is holding a blank canvas. Still the beginning of The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays
6. He adds one brush stroke. (Still only shown from behind) Starting to get closer to the iconic Can Can part of The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld
7. Video pans upward slightly to show his frown turns into a smile. No more of his face is shown. Even more and the beginning of the Can Can part starts The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays
8. Now he starts rapidly painting a flurry of blues and yellows blacks and whites. Finally The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays (you know the really happy and upbeat part of the Can Can)
9. Video is sped up and the final product is shown. It is the Starry Night.
10. The painter is finally shown it is Vincent van Gogh with a smile on his face
11. West Virginia Paint Company logo is shown along with contact information.

Selected Target Audience

The West Virginia Paint Company mostly caters to people in the 34 to 65+ age range. These are normally regular customers or people who know my family. As such, even though they are the main audience for the paint store in terms of sales, this campaign will focus on consumers in the 25 to 34 category.

In particular, this campaign will target home owners within this age range. These home owners are likely married and reside comfortably within the middle class earning an average of $30,000-$80,000 annually. They are employed full-time, but do not have children yet. Their possession of a full-time job, but lack of children allows them more discretionary income to spend on paint and paint supplies for DIY projects.

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