Katy Perry and Spotify help you match Behr paint colors to music

Campaign via TBWA/Chiat/Day L.A. promotes the star's own palette

Published On
Sep 24, 2021

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Behr Paint is helping people to match paint colors for their homes to their taste in music, via a partnership with Spotify and Katy Perry.

The campaign, by TBWA/Chiat/Day L.A., revolves around a website featuring a color selector tool that helps people discover personalized paint color recommendations through their favorite songs across Spotify’s music library. It works by identifying key characteristics in a song, based on tempo, key and other musical attributes, to create a unique experience for each song and user.  

People can then choose from an array of paint colors from a special color palette co-developed with Katy Perry. The idea is said to be base on the way Perry experiences color. "When I write a song, I almost always have a simultaneous sense of the accompanying visual—whether that’s a strong music video idea or just a color palette vibe," she said in a statement.

To promote the tool, Perry stars in a film directed by Emil Nava, matching some of her hits to different hues from her palette. She sings excerpts from “Never Really Over,” dressed in a shade of yellow called “Laser Lemon,” “Waking Up in Vegas” in bright red “Flirt Alert”  and “Teenage Dream” in blue “Sea of Tranquility. 

The wider campaign extends across social through augmented reality experiences on Instagram, Tik Tok and Snapchat.

“We wanted to create a completely new way for people to experience color selection by drawing on the inherent connection between music, color, and creativity,” said Jodi Allen, global chief marketing officer at Behr Paint Company in a statement. “By combining Katy Perry’s intrinsically colorful music and personality with Spotify’s data-driven technology, the experience unleashes an entirely new way of approaching the color selection process by using music as the guide to make DIYers‘ inspiration a reality.”

Perry's music also appeared in another recent campaign, but one with a darker twist—the latest Sandy Hook Promise spot from BBDO New York. 



Sep 24, 2021
Client :
Agency :
TBWA/Chiat/Day-Los Angeles
Global Chief Marketing Officer :
Jodi Allen
VP Marketing :
Andy Lopez
Sr. Marketing Director :
Sharin Bartz
Senior Marketing Manager :
Chanda Chhoeng
Marketing Specialist :
Emily Felix
Chief Creative Officer :
Renato Fernandez
Group Creative Director :
Jason Karley
Head of Art & Design :
Bruno Regalo
Creative Director :
Jeff O’Keefe
Creative Director JJ Lim Creative Director :
Bert Marissen
Senior Copywriter :
Mari McMurray
Senior Art Director :
Mack Gire
Senior Producer :
Alicia Portner
Digital Producer :
Nat Wilkes
Director of Content Production :
Guia Iacomin
Business Lead :
Shannon Franqui
Business Director :
Luz Caceres
Account Executive :
Zach Cross
Strategy Director :
Joanna Kennedy
Senior Strategist :
Michelle Pinkley
Director of Business Affairs :
Robin Rossi
Senior Business Affairs Manager :
Tempest Gaston Johnson
Senior Traffic Operations Manager :
Gus Mejia
Media :
Universal McCann
PR :
Production :
Made In Katana
Creative Technologist :
Zach Winter
Production Company :
Director :
Emil Nava
HOP/Executive Producer :
Kirsten Arongino
Line Producer :
Seth Levin
Production Supervisor :
Matt Zaal
DP :
Ross Richardson
Editor :
Alex Russek
VFX and Motion Design :
Native Foreign
Creative Director :
Nik Kleverov
Executive Producer :
Rebecca Hamm
CG Lead :
Christian Brown
VFX Supervisor :
Morgan Locke
Compositing Lead :
Jamez Gillman
Designer :
Michael McConnell
Mix :
Lime Studios
Mixer :
Joel Waters
Assistant :
Collin Thomas
Licensed Music Track Info :
Never Really Over
Composed by :
Gino Barletta
Composed by :
Michelle Elaine Buzz
Composed by :
Jason Gill
Composed by :
Leah Haywood
Composed by :
Danny Haywood
Composed by :
Katy Perry
Composed by :
Dagny Norvoll Sandvik
Composed by :
Hayley Marie Warner
Composed by :
Anton Zaslavski
Record Label :
Capitol Records
Licensed Music Track Info :
Waking Up in Vegas
Composed by :
Desmond Child
Composed by :
Andreas Michael Carlsson
Composed by :
Katy Perry
Record Label :
Capitol Records
Licensed Music Track Info :
Teenage Dream
Composed by :
Lukasz Gottwald
Composed by :
Benjamin Levin
Composed by :
Max Martin
Composed by :
Bonnie McKee
Composed by :
Katy Perry
Record Label :
Capitol Records

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