Behind the Scenes at Black Dog Salvage

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Behind the Scenes

Black Dog Salvage in Roanoke, Virginia

When launching a new national product line, a lot of hard work goes on behind the scenes to make it happen and to market it once it is ready for debut. Black Dog Salvage Furniture Paint was a year-long collaboration with teams from Woodcraft and Roanoke, Virginia-based, Black Dog Salvage, the architectural reclamation and repurposing company featured in the DIY Network reality-style show Salvage Dawgs.

A new paint line comes to market

A Creative Partnership

What began as a discussion to upgrade the Black Dog woodshop soon developed into a partnership to create a new kind of furniture paint that would rehabilitate and restore older pieces, as well as customize new ones. Robert Kulp and Mike Whiteside, co-owners of Black Dog, saw a huge market in their store for this type of product but wanted to come up with something that was more an extension of their salvage business.

After months of working diligently with a Pittsburgh, Pennsylvania, paint manufacturer, Black Dog Salvage Furniture Paint and Guard Dog Topcoat Paint Protector were introduced nationally May 1, 2016.

Behind the Scenes

Photo: Vince Grlovich, VP Sales and Marketing, and Kyle Crabtree, Social Media/Art Director from Woodcraft discuss video shots with Beth Glover, Dirctor/Producer with Trailblazer.

Marketing Team Goes to Work

In late April, a group from Woodcraft, armed with cases of Black Dog Salvage Furniture Paint fresh from the manufacturer, traveled to Roanoke for photo shoots and video shoots at the architectural salvage company site which would be used in promotional efforts in the coming months.

On Day 1, the two teams met with a group from Trailblazer Studios, the award-winning production company from Raleigh, North Carolina, that films the Salvage Dawgs episodes for DIY Network.  The day’s objectives included obtaining footage of the products being used, getting beauty shots of the paint and showing before/after images of two furniture pieces.

Trailblazer Director of Photography Garye Costner and Assistant Camera Zach Boyd get Mike and Robert on camera discussing the new paint.

Grayson Goldsmith pops into the studio to stand in as "stirrer" for the up-close paint photos. 

Can somebody control these two?

Day 1 wrapped up with Trailblazer taking some video of open cans of paint, which showed the beautiful array of colors, and stir sticks dipped in each shade. Salvage Dawgs co-star and Black Dog employee Grayson Goldsmith came by to lend a hand (literally) as a “stirrer” mixing up the color in the cans for a few close-up shots.

If you are a Salvage Dawgs viewer, you know the guys have a great sense of humor and an easy rapport, so a few “takes” were needed between laughs.

Swooz updates a 1950s end table with Clean Canvas white.

Next up, Susan “Swooz” Hudson, Black Dog’s resident painting techniques expert, came in for her appearance painting two different items of furniture with Mike and Robert. This segment was filmed documentary-style, much like the show itself, and parts of this shoot can be seen in a new commercial created by Trailblazer.

Swooz used Clean Canvas white paint on a 1950s end table and Patinio Greenio with a whitewashed base on a halltree bench.

Day 1 wrapped up with Trailblazer taking some video of open cans of paint, which showed the beautiful array of colors, and stir sticks dipped in each shade. Salvage Dawgs co-star and Black Dog employee Grayson Goldsmith came by to lend a hand (literally) as a “stirrer” mixing up the color in the cans for a few close-up shots.

Behind the Scenes

Photo shoot for Woodcraft catalog cover

The second day in Roanoke revolved around getting still images and some video featuring Swooz for Woodcraft’s marketing efforts.

Graphic designers Doug Loyer and Tara Piggott oversaw the cover shot for the Woodcraft June mail-order catalog, which announced the arrival of the paint.  Several still shots were taken of Swooz, Robert and Mike for the catalog cover, in between chuckles.

The final image selected can be seen on the June 2016 cover. 

We obtained some beautiful images of the paint showing the rich, amazing colors, which left Kyle in awe – “That paint looks so good, I wish I could eat it!”

Black Dog Salvage Furniture paint comes in rich, vibrant colors. 

Buy Some

Woodcraft's June 2016 catalog cover features Swooz, Robert and Mike...and the new paint!

Shop Paint

Behind the Scenes

Kyle helps Swooz set up for the next instructional video

The afternoon took us to Swooz’s art studio inside the Black Dog Salvage building. One large wall is devoted to Black Dog Salvage Furniture Paint and General Finishes Stains with stacks of cans lining the shelves, where Swooz makes them available for purchase during her in-demand classes.

A large island is located in the middle of the room, allowing plenty of space for any size project the Black Dogs haul in, as well as a number of classroom participants. The heavy canvas work surface shows colorful remnants of projects come and gone.

On this day, Swooz’s studio served as the backdrop for several video clips that were filmed. We will be sharing tips and techniques from Swooz on topics like dry brushing, distressing, faux finishing, and using multiple layers of paint, as well as brush cleanup. As Swooz said, “Everyone thinks they know how to clean their brushes – they don’t!”

 As you see these images and video clips in the coming months, you will know what went on behind the scenes. A lot of hard work plus plenty of fun always equals good stuff. We hope you enjoy!

The new commercial will begin airing nationally July 31, 2016, at 9:00pm EST for the Season 6 premiere of Salvage Dawgs. Watch it here first!

Click on this link to view some additional behind the scenes woodshop activity with the crew from Salvage Dawgs and the DIY Network on Facebook.

As you see these images and video clips in the coming months, you will know what went on behind the scenes. A lot of hard work plus plenty of fun always equals good stuff. 

Stop by your local Woodcraft store to see the paint colors in person and let us help you plan your next project. 

We hope you'll be inspired!

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