Sherwin-Williams is pairing creativity with technology to showcase their best-in-class paint Emerald. Interesting things happen when you combine Emerald with water, futuristic robotics, ultra high-speed camera work and next generation on-set editing software.
The result is a beautiful color narrative, taking paint and doing things with it that no one’s ever done before. And all with the help of Spike, an articulated robot arm with a precision guidance system that served as the heart and nerve center of the shoot, providing unprecedented control over camera movement at very high rates of speed. This camera setup along with paint injectors – both specific builds for the shoot —worked in tandem with a laptop version of Flame, allowing the team to view footage on-set, edit it, composite on the fly and know what they were going to end up with.
Film advertisement created by McKinney, United States for Sherwin-Williams, within the category: House, Garden.
Chief Creative Officer: Jonathan Cude
Group Creative Directors: Jenny Nicholson, Owen Tingle
Associate Creative Director / Art Director: Jordan Eakin
Associate Creative Director / Copywriter: David Sloan
Group Account Director: Lisa Hughes
Account Director: Lindsley Laham
Account Supervisor: Mandy Gatton
Project Manager: Kanika Pendergrass
Executive Producer: Josh Eggleston
Director of Media: Swap Patel
Associate Media Director: Katie Swicegood
Media Supervisor: Virginia Crotty
Media Planners: Alex Grimm, Jimmy Patel-Nguyen
Production Company / Director: PSYOP
Creative Director: Eben Mears
Music: Beacon Street Studios