PaintCare: 3 Simple Rules for Painting Smarter

PaintCare—the nonprofit behind paint recycling programs in states across the country—lives by three simple rules: buy the right amount, use what you have, recycle the rest. Sensible advice. Also, on paper, easy to forget.

Research shows that humor is a great way to get audiences to remember something. It's also super fun to make. As creative director, I turned the rules into a series of sketch-style parody videos that gave leftover paint the dramatic weight it never deserved—and made the message stick in the process. The series ran across PaintCare's program states, proof that instructional content doesn't have to feel like homework.