PaintCare / “Buy Right”

PaintCare is a US non-profit organization that encourages people to use less paint, and has recycling depots set up in paint stores across the country so that consumers have a place to ethically recycle their leftover paint.  The Martin Group, a Buffalo-based ad agency, hired Minifridge Media in 2023 to produce a mockumentary-style commercial ad campaign for the non-profit. The result was an award-winning smash success, so they came back in 2025 to request another campaign!

This time around, we went in a totally different direction: we focused on 1 ‘Host’ character who breaks the fourth wall and talks directly to the audience, laying out the 3 Simple Rules for Painting Smarter in a direct and humorous way. This project was a massive undertaking, as we had to build an entire set in a studio that was a hybrid of a 1960s game show and an infomercial, and we shot 6 unique spots in a single day. The resulting video is engaging and hilarious and continues our successful collaboration with both The Martin Group and PaintCare.

This video, entitled "Buy Right," is Part 1 in the 3-Part Series. You can also watch Part 2 and Part 3!