PROJECTS
I do paint.
Client:
Redican.eu
Date:
Apr 12, 2026
Location:
Spain
Service:
Creative
Project Overview
“I Do Paint.” is a self-initiated campaign rooted in nearly a decade of experience working on one of the world’s leading paint brands. It distils years of strategy, concept development, retail thinking, and campaign execution into a single, confident statement.
Using surreal object hybrids, the work repositions “paint” beyond product — as a space for sharper thinking, stronger ideas, and more distinctive creative.
Objective
To create a clear, direct signal to the paint category: this is a specialist who understands it — and can elevate it.Rather than listing credentials, the aim was to express that experience through a simple, memorable line that carries weight: “I Do Paint.”
The campaign positions Redican as a creative partner for brands in the category who want sharper, more distinctive work across every touchpoint.
Scope of Work
Concept Development
Creation of a bold, ownable line built to carry both meaning and confidence within the category.Art Direction & Image Crafting
Development of a series of surreal, high-impact visuals that reinterpret familiar tools and materials in unexpected ways.AI-Assisted Production Workflow
Combining traditional art direction with AI image crafting to achieve precision, realism, and originality.Campaign Thinking
Designed as a flexible platform that could extend across retail, digital, social, and brand communications.
Outcome
A focused, category-relevant campaign that positions Derek as a specialist in paint, with the experience and thinking to push brands further.
“I Do Paint.” works as both a portfolio piece and a direct signal to decision-makers:
If you’re in the category and want something sharper — I’m available.Text goes here
PROJECT
