Client: Boysen Paints

Product: Brand

Media: Integrated / Digital / Content / Entertainment / Design / Social / Creator

Year: 2026

Role: Regional Chief Creative Officer

​​

Boysen is the leading paint brand in the Philippines. Creativity has always been part of the brand’s DNA, extending beyond its campaigns and into its products, where even color names are imaginative, unexpected, and full of personality. Color names like “Voldemort,” “Emoji Master,” and “Notice Me.”

​​

We turned Boysen’s 4,000+ color names into a platform for co-creation. We invited content creators to interpret each color name. Boysen colors became open creative thought-starters, transformed into original stories by Filipino influencers and comedy creators in their own style. From absurd sketches to culturally rooted humor, every piece of content stretched a single name into a unique narrative, making the product inherently entertaining and shareable. To scale the idea, we launched a digital platform where creators and audiences alike could explore the full color library and contribute their own interpretations, turning 4,000 shades into 4,000 possible stories.

​​

Early momentum has pushed the campaign to 176M reach, 4.5M views, and 200% higher engagement rate (12% vs. 4% TIkTok average*) Beyond feeds, the idea entered classrooms at the University of the Philippines and University of Santo Tomas, and industry events like ESOMAR Asia Pacific Connect and BrandCon, inspiring the next generation of creatives.

​

Global recognition followed, garnering an estimated $7.6M in PR value. Locally, the campaign sparked conversations across alternative platforms like The Mad Jeepney Podcast, as well as among influencers on TikTok and Instagram, who praised the campaign for its humor and distinct Filipino character.