Crown Paints Partners With Real Decorators To Front New ‘Looks Like’ Campaign 

The campaign marks the first time Crown has brought its trade and retail communications together under a single creative platform, celebrating real painting journeys and supporting people through the realities of decorating, not just the finished result. 

Rather than using actors or staged scenarios, the trade campaign features real decorators on real jobs: Mica Hill of Drip Decorating and Lewis Coomber of L.C.Painters, alongside On The Tools content creators Russell Payne, founder of The Talking Tradesman, and Aimee Stanton a multi-skilled tradesperson based in Morecambe. 

The creative follows decorators through their projects, showing both process and craft before revealing the finished space with a ‘Looks like…’ moment that connects the result to the people who made it happen. 

Claire Fenton, Head of Trade Marketing at Crown Paints, said: “These are decorators who know Crown products inside out and are proud to represent us. Our trade campaign, ‘Looks like…’ meets the trade in their world of unfinished spaces and works in progress – the reality of the trade. 

“Our content reflects the real environments and experiences behind the spaces decorators create. This is about us standing alongside the painting and decorating community, and demonstrating that Crown Trade delivers a professional finish first time, every time.” 

Mark Beaumont, Founder and Chief Creative Officer at Dinosaur, which developed the campaign, added: “By partnering with real trade professionals working on real projects, we’ve created a platform that shows the process, the expertise and the pride that comes with professional work.”