GLIDDEN MAX FLEX - SOCIAL CAMPAIGN
CLIENT: GLIDDEN MAX FLEX
PROJECT: SOCIAL CAMPAIGN
YEAR: 2022
MARKET: USA
THE ASK
Glidden needed social content that didn’t feel like paint advertising. The goal was simple and hard at the same time: make durability feel real in-feed. Not explained. Felt.
Max Flex isn’t about color trends. It’s about not repainting again next year. So we leaned into stress, movement, weather, and time. The things that actually break paint.
THE IDEA
Don’t promise flexibility. Show it.
We built a suite of social-first videos designed to live where homeowners actually scroll. Short, tactile moments that put Max Flex under pressure. Expansion. Contraction. Heat. Cold. Real-world abuse. No voice-of-god claims. Just visual proof.
Every spot was designed to stop the scroll in the first second and answer one question fast:
Will this crack like everything else?
THE EXECUTION
We treated paint like a performance material, not a home improvement product.
- Macro close-ups to make flexibility visible
- Physical stress tests that feel intuitive, not staged
- Minimal copy. Let the visuals do the talking
- Platform-native pacing for paid and organic social
The result was content that felt more like satisfying internet experiments than brand ads.
DELIVERABLES
• Short-form social videos for paid + organic
• Cutdowns optimized for multiple placements
• Visual testing formats designed for repeatability
RESULTS
• Strong thumb-stop performance across paid social
• Higher-than-average completion rates driven by visual curiosity
• Clear message retention around crack resistance and flexibility
WHY IT WORKED
Most paint ads talk about protection.
This one showed consequences.
By making Max Flex pass a test viewers could instantly understand, the product earned credibility without saying much at all. That restraint is what made it feel modern, confident, and worth watching.
WHAT THIS SHOWS ABOUT UNTITLED
We don’t oversell products.
We design moments that let them prove themselves.
That’s how you make utility feel interesting.
And how you make social work harder.