Paint the town Emerald

“It’s like watching paint dry”. For all those involved in the world of paint, it’s very unfortunate that their prized possession is synonymous with extreme boredom. So, how do you advertise paint? How do you make paint exciting?

Dulux did an honourable job by introducing their loveable Old English Sheepdog, now immediately recognisable as the Dulux dog, and creating fun, family-orientated adverts that have populated our screens in recent years.

However, Sherwin-Williams have taken a different tack with their latest campaign for Emerald implementing the overriding strategy of  “The right people will know”. Seeking to push the fact that their paint is ultra-high-quality and, in fact, “best-in-class”, they have created a technologically and aesthetically stunning piece of content to highlight the incredible capabilities of their unique blend of pigment.

The ads bafflingly use only real Emerald paint, a bit of water, and a robotic camera named Spike to enable the team to capture footage at 900 to 4000 frames per second. The result? A magical, otherworldly and surreal set of mind-blowing visuals, all set to an aptly dreamlike and whimsical soundtrack. The pigments’ interaction onscreen is reminiscent of an alien organism, fluidly and dynamically moving across the screen with an elegance and beauty.

The clip only lasts 30 seconds but it’s worth it, this is a visual masterpiece. Check it out here.