Case Study-Dulux Paints

Human-Centered Lifestyle Storytelling for a Global Paint & Home Transformation Brand

Overview

Dulux — a global leader in paints and surface coatings — partnered with Workbox Collective to produce a heartfelt, story-driven film for its “Renewal” digital campaign, repositioning the brand from a functional paint solution to a catalyst for personal transformation and lifestyle expression.

The campaign required real stories, real people, and genuine emotional connection — not scripted advertising.

Our Role

Workbox led the campaign from discovery to final delivery, managing:

• Human story research & casting

• Creative development grounded in lifestyle psychology

• Location scouting and visual direction across Mumbai

• Interview-based documentary filming
• On-ground production with local crew
• Cinematic execution tailored for global brand language
• Post-production editing, color treatment, and sound design
• Multi-format content packaging for social, digital, and paid distribution

Our approach ensured that this piece didn’t feel like a commercial — it felt like a real, lived human experience.

Story & Discovery

Our casting journey led us to Jas — artist, community collaborator, and one of the driving forces behind Mumbai’s iconic cultural movement: The Wall Project.

Her relationship with color wasn’t aesthetic — it was emotional, cultural, and social.

Through Jas, we explored:

Color as identity
Color as transformation
Color as community connection

We filmed across Mumbai’s most expressive neighborhoods — capturing textures, architecture, movement, and the emotional energy behind public art.

Filming Locations & Visual Direction

Shot across Mumbai’s vibrant urban canvas, the storytelling blended:

• Graffiti walls and cultural streetscapes

• Artistic spaces shaped by community collaboration

• Intimate home and personal studio environments

• Informal settlements and slum communities 

The film bridges lifestyle storytelling, docu-reality tone, and Dulux’s renewed brand voice: color with purpose.

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Impact & Outcomes

The campaign delivered meaningful engagement and emotional resonance:

• Strong positive sentiment and audience relatability

• Hundreds of organic comments, shares, and user-led inspiration

• Higher-than-average retention and rewatch rates

• Strengthened brand perception around lifestyle, creativity, and personal transformation

The film successfully positioned Dulux not just as a paint brand — but as a brand that inspires change.

Services Used

• Lifestyle Documentary Production

• Casting & Story-led Talent Discovery

• On-ground Production & Crew Management in India

• Scripted Documentary Narrative Alignment

• Cinematic Filming & Interview Direction

• Digital Platform Content Versioning