The Kerakoll Colors manifesto film unfolds as a visual narrative in which matter is in constant transformation, and objects become the protagonists of a cardboard universe in perpetual evolution. To tell this story, Kerakoll chose the vision of Virgilio Villoresi, film-maker and visual artist renowned for his ability to transform everyday materials and objects into imaginative, unexpected worlds. Through a language that blends craftsmanship, experimentation and wonder, Villoresi brings matter to life, turning imagination into something tangible.

In the film, colour originates at the Kerakoll GreenLab, a symbolic site for the brand and the Group’s Research and Development Centre. It then travels across the world, following Kerakoll containers moving by rail, a tribute to the company’s innovative intermodal logistics project, before finally reaching people’s homes. Here, the narrative finds its fulfilment: buckets of colour knock at the door, enter neutral white spaces and define their identity, giving rise to new atmospheres capable of surprising the viewer.