In the latest installment of its “Color Chips” campaign, Sherwin-Williams creates a captivating African jungle teeming with bright, bountiful, beastly life.
It took nearly 30,000 paint chips, along with 24 production artists working a total of 5,600 hours, to bring this majestic menagerie to life for 30 seconds:
“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.”
Here’s a “Color Chips” case study that includes some dazzling footage from earlier installments.
Campaign: Color Chips, Safari
Chief Creative Officer: Jonathan Cude
Group Creative Directors: Jenny Nicholson, Owen Tingle
Art Director: Kathryn Moffitt
Copywriter: Jade Stoner
Agency Producer: Josh Eggleston
Group Account Director: Lisa Hughes
Account Director: Lindsley Laham
Account Supervisor: Mandy Gatton
Production Company: BUCK
Executive Creative Director / Principal: Orion Tait
Creative Director: Ben Langsfeld
Executive Producer: Anne Skopas
Producer: Kevin Hall
Music Company: Beacon Street Studios
Composer: Andrew Feltenstein, John Nau
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