BEHR Paint

The #1 paint brand on TikTok 🤝 the DIY Coach of the internet.

From 2022 to 2024, I lead and crafted the creative for BEHR, TikTok’s #1 paint brand and the internet’s go-to DIY Coach. Together, we reimagined what paint (and paint content) could be.

Through a continuous stream of high-quality, platform-native content, we transformed color into an experience: mesmerizing paint pours, unexpected DIY hacks, and visual storytelling that left audiences wanting more. Our work didn’t just inspire: it set the pace for the category, culminating in a viral sensation where cherries cascaded from a single brushstroke, capturing the imaginations of over 50 million viewers in 2024.

By blending craft, creativity, and an innate sense of what TikTok craves, we made BEHR more than a brand; we made it a colorful movement.