Benjamin Moore has over 3,500 colors to choose from. That’s a hardcore paradox of choice for shoppers. But through conversation and learning from emotional cues, this daunting choice of thousands is easily reduced to one. Dot helps transform Benjamin Moore from a traditional paint store into a digital-first brand with DTC at the core.

Michael was deeply involved during the pitch stage. He was instrumental in conceptualization in the early stages. It was initially, and affectionately, called Ben. Michael moved onto other projects, as Ben became Dot during production while being developed by many other talented creatives.