Behr Paint Company has tapped singer-songwriter Katy Perry and audio streaming service Spotify to launch MUSIC IN COLOR by BEHR, an interactive audio representation of colors that Perry experiences through music. This all-new color selector tool will help people discover personalized paint color recommendations through their favorite songs on Spotify. The MUSIC IN COLOR by BEHR tool has gone live online, enabling consumers to discover the colors of their favorite songs.
The interactive color tool works across the entire Spotify music library by identifying key characteristics in a song, based on tempo, key and other musical attributes, to create a unique experience for each song and user. Combining Spotify’s streaming intelligence and the bold and fresh array of paint colors from Katy Perry’s exclusive color palette by BEHR, choosing a color is as easy as pressing play and users will be inspired to bring their beautiful DIY visions to life.
Developed in partnership with creative agency TBWAChiatDay LA, the campaign is accompanied by this film, “Katy in Color.” Featuring Perry, the film shows the relationship between music and the colors that she experiences. The film was directed by award-winning music video director Emil Nava, founder of Ammolite Inc. and best known for directing music videos for Rhianna, Calvin Harris, and The Weeknd.
Credits
Client Behr Paint Agency TBWAChiatDay Los Angeles Renato Fernandez, chief creative officer; Jason Karley, group creative director; Bruno Regalo, head of art & design; Jeff O’Keefe, Bert Marissen, creative directors; Mari McMurray, sr. copywriter; Mack Gire, sr. art director; Alicia Portner, sr. producer; Nat Wilkes, digital producer; Guia Iacomin, director of content production; Joanna Kennedy, strategy director. Production Company Ammolite Emil Nava, director; Kirsten Arongino, head of production/EP; Seth Levin, line producer; Matt Zaal, production supervisor; Ross Richardson, DP. Editorial Ammolite Alex Russek, editor. VFX Native Foreign Nik Kleverov, creative director; Rebecca hamm, exec producer; Morgan Locke, VFX supervisor; Jamez Gillman, compositing lead; Michael McConnell, designer. Audio Post Lime Studios Joel Waters, mixer; Collin Thomas assistant. Licensed Music Track (Never Really Over): Composed by: Gino Barletta, Michelle Elaine Buzz, Jason Gill, Leah Haywood, Danny Haywood, Katy Perry, Dagny Norvoll Sandvik, Hayley Marie Warner, Anton Zaslavski; Capitol Records Licensed Music Track (Waking Up in Vegas): Composed by: Desmond Child, Andreas Michael Carlsson, Katy Perry; Capitol Records. Licensed Music Track (Teenage Dream): Composed by: Lukasz Gottwald, Benjamin Levin, Max Martin, Bonnie McKee, Katy Perry; Capitol Records
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