30,000 paint chips, 5,600 hours of work and 24 production artists went into the creation of Sherwin-Williams’ new “Colour Chips” ad. Via Adweek:
“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.”
Crafting a jungle scene lets the client’s full range really roar.
“We’ve got bold, colorful moments with the flamingos,” says Cude, “but there are softer, more neutral moments with the elephants and giraffes, too.”
All told, 30 unique models appear, and the level of detail is striking. You’ll note that the flora, rocks and even the shimmery surface of a lake are constructed from paint tiles.
And as it turns out, true colors come shining through.
“We originally thought about featuring a beautiful, orange-striped tiger,” says Cude, “but we had to stay geographically accurate. Tigers live in Asia, not Africa.”