Campaign, Copywriting, Social Media, Art Direction
Client: Liquitex London
Year: 2025
The Context
Paint is usually sold clean. Studio-lit, product-centred, nothing happening. For a material built on contact and colour-under-pressure, that register was a lie. When creativity becomes too clean, it stops feeling alive.
The Opportunity
Created with Stuart Semple, SUBSTANCE rejected controlled studio perfection in favour of movement and unapologetic colour. Putting the mess back in.
