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Winsor & Newton launch an innovative paint solution as part of their “Expert Colour. Endless Possibilities.” campaign

Winsor & Newton, the fine art brand, have unveiled a range of New Cadmium-Free Professional Water Colours as part of their international campaign highlighting the limitless artistic and creative potential of their products.

With this new range, Winsor & Newton show their commitment to providing alternative solutions that do not compromise on performance. Cadmiums play an important role in any water colour palette and Winsor & Newton’s wide range of cadmium-free alternatives are essential for any artist.

TMW Unlimited brought the ‘Expert Colour. Endless Possibilities.’ campaign to life through a series of intricate illustrations, designs and dynamic films across a range of Winsor & Newton’s core products. The creative spans across online ads, social channels, press and in-store.

The brand’s new, ground-breaking Cadmium-Free Water Colours are showcased in a colourful helix, which is in reference to the research and innovation that has gone into making the range. The video content utilises CGI animation to dramatically add depth and dimension to various colours and abstract shapes – helping to highlight the infinite possibilities offered to artists and creative professionals through Winsor & Newton products.

Jean Brooke Sumner, Senior Brand Manager at Winsor & Newton, said: “Research, innovation and development is part of Winsor & Newton’s DNA and has always been the main driver in new product development.  These new Professional Cadmium-Free Water Colours epitomise this innovation and deliver the same performance without compromise.”

Al Hutchison, Creative Director at TMW Unlimited, added: “The helix execution was the perfect visual metaphor to reference the science and innovation behind the New Cadmium-Free Professional Water Colour range. And by enhancing real footage of the product being used with captivating digital animations, we’re proud to have helped elevate the brand, and this new product, to another level.”