Liquitex was the first water-based acrylic paint created in 1955 and since then they have partnered with artists to ensure that they continually evolve and innovate - resulting in a long history of acrylic innovation.
Today, Liquitex offers the largest array of vibrant acrylic paints, mediums and tools to enable acrylic artists to continually explore their art and take it to new and unprecedented boundaries.
The Liquitex offering was is to be expanded to include a range of premium spray paints. New to the market, these spray paints differ from those currently available through low odour, water based technology while achieving light-fastness.
Liquitex had carried out pre-launch product testing with Graffiti and Fine Artists to evaluate colour vibrancy, drying time, odour & intermixability with Liquitex products. The positive feedback they got from the graffiti artists added these guys to the existing audience of established artists and enthusiasts.
The aim of the campaign was to launch the product and generate awareness by combining the concepts of a colour chart, a virtual spray painting wall and online competitions. The first phase of which can be seen on the Liquitex website in the form of an animated mini-movie we created, alongside the product launch pages.
We continue to work on the global launch for summer 2012.