Creativity

This Glorious Explosion of Color Is Paint as You've Never Seen It Before

Sherwin-Williams Created Surreal Campaign by Filming Paint in Tanks of Water

Published on Mar 12, 2015

Editor's Pick

McKinney's first work for Sherwin-Williams' premium performance paint, Emerald, is not only a gloriously surreal explosion of color inspired by fine art, it was created using an artistic process in itself.

Production company Pysop injected paint into water in 400-gallon tanks, then filmed it with a seamless camera that moved through the tanks. The pieces were then stitched together in post production. Pysop says it was inspired by artists including Mark Rothko and Georgia O'Keeffe.

Another spot, Color Chips, continues the fun color-swatch theme we've seen in previous ads.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Mar 12, 2015
Agency:
McKinney
Chief Creative Officer:
Jonathan Cude
Client:
Sherwin-Williams
Group Creative Director:
Ellen Steinberg
ACD/Art Director:
Jordan Eakin
Copywriter:
David Sloan
Executive Producer:
Josh Eggleston
Director:
Psyop
Production Company:
Psyop
Creative Director:
Eben Mears
Creative Director:
Lauren Indovina
Producer:
Jen Cadic
Music Company:
Beacon Street Studios
Colorist:
Sal Malfitabo

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.