Bringing Behr Paint’s "2025 Color of the Year" to Life
A Case Study Highlighting POV techniques for Product Cinematography as a Los Angeles Director of Photography
Behr Paint’s 2025 Color of the Year, “Rumors,” is a deep, dynamic ruby red designed to make a bold statement. The goal of this campaign was to create a visually stunning commercial that showcased the vibrancy and warmth of the color while staying true to Behr’s commitment to accurately representing their products. For this exciting announcement, Drew Lauer stepped in as the Director of Photography (DP) and cinematographer, collaborating with Director Oren Kaplan and the Sawhorse Productions team to craft an ad that would inspire DIY enthusiasts and homeowners alike.
The goal was to create a visually captivating commercial that showcased the vibrancy and warmth of the color itself.
The Vision:
The Behr Paint team wanted the campaign to reflect the essence of "Rumors"—a striking ruby red that adds warmth and sophistication to any space. The challenge was to ensure that the paint color was not only the focal point of the video but also accurately depicted so consumers could trust what they see on screen. Additionally, Behr wanted to highlight the creative energy of DIY projects, with "Rumors" empowering individuals to make a statement with color.
To bring this vision to life, Drew leveraged innovative cinematographic techniques, ensuring every frame complemented the dynamic energy of the color while maintaining its visual accuracy under various lighting conditions.
Experiencing the product
One of the campaign’s pivotal moments was a POV shot achieved by attaching a paint roller to a body rig. This inventive setup allowed viewers to feel immersed in the DIY experience, as if they were rolling on the vibrant "Rumors" red paint themselves. Drew’s ability to integrate unique camera techniques into the narrative made this sequence both dynamic and memorable, highlighting the beauty of the color in motion.
Lighting & Set Design
Lighting played a critical role in the production. Drew carefully balanced the illumination to enhance the richness of the ruby red hue without distorting its true tone, ensuring that it matched consumer expectations. Collaborating closely with Gaffer Chad Harrell and Production Designer Cait Willson, the lighting design brought out the warm undertones of "Rumors" while allowing the color to pop against neutral and contrasting backdrops.
The campaign also featured meticulous set design, with Scenic Artist Emma Donahue and Set Dresser Leah Hewlings crafting spaces that showcased "Rumors" in real-life applications. This attention to detail ensured the audience could visualize the color in their own projects.
The Impact
This campaign successfully brought "Rumors" to life, cementing its position as Behr’s 2025 Color of the Year. Drew’s expertise in product cinematography ensured that the video highlighted the color’s dynamic and bold qualities while staying true to Behr’s reputation for authenticity. The use of innovative POV techniques and precise lighting design not only captured the richness of "Rumors" but also made the audience feel connected to the DIY process.
By blending creative storytelling with technical mastery in product cinematography, Drew Lauer delivered a visually captivating ad that resonated with Behr’s target audience and inspired them to incorporate bold, statement-making colors into their projects.