Life of Colour is a creative brand built around joy, self-expression, and accessible artistry. With a growing product range and a strong existing customer base, the team wanted to broaden their reach and tap into new audiences - particularly home-makers, parents, hobbyists, and wellness-focused creators who value creativity as part of their lifestyle.

A key part of their mission was reframing how people think about creativity. While colouring and art kits are traditionally associated with children, Life of Colour has always believed creativity is just as important for adults. Their products are intentionally designed as a wellbeing tool - an opportunity to slow down, switch off from screens, and enjoy a simple, hands-on creative ritual. The brand wanted to highlight that art isn’t childish; it’s restorative. It helps adults unwind, express themselves, and reconnect with a sense of play and personal joy.

To bring this message to life, the team needed authentic creator content that felt warm, real, and achievable for everyday adult. Not overly polished, not high pressure, just genuine creativity in the home. They wanted to show their kits in the wild: on kitchen tables, in hobby corners, in weekend routines, and in quiet moments of calm.

At the same time, Life of Colour wanted scale. Instead of running a small, paid influencer campaign, they were looking for high-volume visibility across Australia and the US without the operational load of managing dozens of individual partnerships.

Ultimately, their goal was to expand their reach, diversify their content, and champion creativity as a form of self-care for adults, all while keeping the campaign efficient, authentic, and cost-effective.