CASTING/SHOOT LOCATION: NY AREA
Spot 1: 'Even Hand'
STORE RETAILER 1, 30s to 40s, male, Caucasian. Younger retailer who is next in line at the family business. His name is the same as his dad’s, except with a “Jr.” at the end. You can see it on his name tag. His confidence comes from decades of family experience running this hardware store. Even if he doesn’t know you, his warmth and friendliness makes it seem like you’ve known him for years.
CUSTOMER, 40s to 60s, male, Black/African American. Father of three. He has confidence at home and in the workplace, but feels a little out of his depth in the paint section at the hardware store. He’s confident in all other areas of his life, besides paint, so this is a new feeling for him. He’s eager to learn, but anxious to not come across like he knows nothing.
Spot 2: 'Perfect Gray'
STORE RETAILER 2, 40 to 60s, female, Black/African American OR Caucasian. Strong, intelligent, friendly. Her family doesn’t own this business, but she’s been a part of this neighborhood and community her entire life. She knows almost every customer that comes into the store, or at the very least, a relative of theirs. She genuinely enjoys helping people and feels lucky she gets to do that every day working in this store.
BOYFRIEND, 25-35, male, Latinx. A bit nervous coming into the store because he doesn’t want his lack of knowledge to embarrass him in front of his partner. He conveys some false bravado as he walks down the aisle.
GIRLFRIEND, 25-35, female, Latinx. She is confident in her aesthetic and knows what she wants, she just needs the help of a retailer to find the exact right shade.
Spot 3: 'Scuff Test'
STORE RETAILER 3, 50-60s, male, Latinx. Warm, wise with fatherly energy. He immediately conveys this sense that he knows his way around a toolshed.
CONTRACTOR, 30-40s, male, Asian. Contractor who is just starting his first business. He has the energy of a new company founder, but a little bit anxious about how to start. Wide-eyed and excited, but a little nervous.