I love these four new adverts for Sherwin-Williams paint, by animation house Buck New York. The spots highlight Sherwin-Williams’ many, many paint colors, illustrated by creating a world made up of the company’s iconic paint color swatches. A great amount of creativity, and a bunch of hard work, goes into these spots, which were animated in Maya and rendered in VRAY.
At first, I had assumed the water and other environmental effects were a result of some new particle-based or shader-based solution, but according to Buck’s production department, these things were painstakingly hand-animated with the assistance of some robust animation rigs. For instance, in the latest spot, “River“, the oceans are made up of blocks of animated cards, randomized and offset to create the right effect.
As much as I love well-placed technical assistance, I applaud the application of an artistic solution to an artistic problem here, and I think the spots have a great amount of charm and artistry to them because of that artistic approach. More info, and the spots themselves, are viewable at Buck’s website.
SPOT 1 – Color Swatches
SPOT 2 – Bees
SPOT 3 – Daybreak
SPOT 4 – River
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