Creativity

Behold the Miracle of 'What Paint Can Do' in Latest Stunner From Sherwin-Williams

McKinney and Psyop Create Another Gorgeous Explosion of Color With Zero VFX

By Ann-Christine Diaz. Published on Apr 07, 2017

Editor's Pick

In its first work to promote Sherwin-Williams' Emerald premium paint line, McKinney and the talents Psyop created an otherworldly explosion of color -- by shooting paint under water. The spot showed hues dispersing in gorgeous billows, imagery inspired by the work of artists including Mark Rothko and Georgia O'Keefe.

The visual spectacle continues in the latest ad for the line, this this time with a robotic boost. With the help of an articulated robot arm named Spike, controlled by a precision guidance system, the new spot builds on the theme of the first, opening with puffs of red and blue merging together into a glorious cloud of purple.

The imagery was captured all in-camera -- no CGI or VFX was used. The production team created bespoke rigs and injectors for the shoot, all captured on a Phantom camera mounted to Spike that captured 900-4000 frames per second. See how it was done in the behind-the-scenes film.

Rate this Ad

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

About

Credits

Date
Apr 07, 2017
Agency:
McKinney
Client:
Sherwin-Williams
Production Company:
Psyop
Music:
Beacon Street Studios

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.