THE CHALLENGE: Somehow get people to think about their walls before paint and decor.

THE SOLUTION: GCD Marty Kelso, art director Kate Daughtry and I came up with a concept titled “Peel Back the Paint,” which puts the incredible attributes of new PURPLE(TM) drywall front and center. The spot below – directed by Justin Corsbie and produced by Synthetic Pictures – appeared on DIY Network’s Blog Cabin throughout the season.

The spot was featured in the One Club Showcase, and the campaign increased annual sales by 12 percent.