This is not your average paint commercial.
Moved by colour and motion, Psyop and ad agency McKinney are sending consumers along a epic journey of exploration through bold and beautiful shades from the Emerald Paint Collection from US brand Sherwin-Williams.
The team looked to fine art for inspiration, drawing from Mark Rothko and Georgia O’Keeffe as inspirations.
Director Lauren Indovina explained, “What’s important about looking toward these artists in our process is that their art brings to the table another era, another way of thinking about and creating great graphic design.Thinking differently is just what they did.”
One of the most interesting characteristics of this project has to be the way that it was shot.
Inspired by classic sci-fi camera moves from 2001 to Interstellar, the team created a seamless camera move through miniature sets.
The main tools used were a high speed arm and the Phantom Flex4k camera from Vision Research.
Using 400 gallon tanks, the team injected paint into the water and moved the camera through the tanks with precise choreography.
The team stitched the pieces together in post, creating a surreal journey of colour.
“It takes a lot of bravery on the part of clients and agencies to do something like this” said Psyop creative director Eben Mears. “In shooting this kind of material, it makes the project more like art.”