Who would have thought that the little swatch cards you get at the local DIY store could create something quite as beautiful as an animated safari? Here Nat talks about the new ad from Sherwin-Williams.
“Where will color take you?”
In the spot, which would make a credible Pantone ad, paint swatches transform into a safari themed work of art. This must have been a difficult task, yet somehow the clever folk over at McKinney spent 5,600 hours creating a visually delightful 30 second spot for American paint brand Sherwin-Williams. Using 30,000 paint chips along with 24 production assistants the magnificent visual was brought to life using the theme of a bright and captivating African jungle.
“We know people aren’t inspired by paint itself. What people really care about is the transformation a coat of paint can provide,” says Jonathan Cude, chief creative officer at McKinney, which developed the spot with Buck Studios. “Our worlds of color chips are about inspiring you with the possibilities for your home.”
Glorifying paint, the dazzling detail over the 30 models in this ad are incredible. Not only the features of the animal models themselves, but also the landscapes, the transitions between scenes, the contrast between brights and pastels, the shading – it is meticulously throughout and the outcome is stunning. I particularly love the flamingos!
The creative follows previous efforts from the ‘where will color take you’ series which includes an animated kaleidoscope and an around the world journey and an adventurer all made from colour swatches.
A pretty amazing ad, I can’t wait to see the next one!
For more information and to view all the ads view McKinney case study here.
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Images © Sherwin-Williams