Benjamin Moore Built a Massive Version of Its Name to Show Off Its Latest Product

Eight Letter Structure Weighs Over 2000 Pounds

By Alexandra Jardine. Published on Jul 31, 2017

Editor's Pick

To demonstrate its protective coatings range, Corotech, Benjamin Moore tapped The Martin Agency to create a video that's unusually creative for something promoting an industrial product.

The agency got industrial fabricators to build a massive structure of the Benjamin Moore brand name, and coated each letter in different variants of Corotech, which protects brick, drywall, steel and concrete. The eight letters of its name have a combined weight of 2000 pounds.

Nine videos highlighting each Corotech coating will be featured on the Benjamin Moore YouTube channel and the letters themselves will debut at a trade show for facility managers this Fall.

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Jul 31, 2017
The Martin Agency
Benjamin Moore
Vice President:
Chris Connelly
Senior Brand Manager:
Mary Louise Rubin
Brand Manager:
Jim Rayball
Associate Marketing Manager:
Sondra Seecharan
Associate Marketing Manager:
Paul Baik
Chief Creative Officer:
Joe Alexander
Group Creative Director:
Jordi Martinez
Group Creative Director:
Jerry Hoak
Creative Director:
Vanessa Fortier
Creative Director:
Deric Nance
Deric Nance
Associate Creative Director:
Diego Morales
Art Director:
Diego Morales
3D Designer:
Greg Cassidy
Agency Executive Broadcast Producer:
Kerry Ayers
Agency Executive Digital Producer:
Kim Zaninovich
Agency Broadcast Producer:
Liza Miller
Business Affairs Manager:
Alice Isner
Senior Production Business Manager:
LaTasha Evans
Group Account Director:
Allison Oxenreiter
Account Supervisor:
Hill Shore
Account Executive:
Mary Anne Kavjian
Project Manager:
Elizabeth Wilber
Group Planning Director:
Matt Mattox
Digital Producer:
Jesse Wright
Andrzej Aniol
Production/Editorial Company:
Duy Nguyen
Executive Producer:
Ash Bruce
Nick Wurz
Letter Creation:
Crux Scenica
Joshua Bennet
Christina Delli Santi
Black & Red
Executive Producer:
Phillip Epstein
Nick Turner
Audio Post Company:
Tiny Lion
Jonathan Fuller

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