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New York Mets by Marc Rienzo / Digital Domain Media Group

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Sherwin Williams commercials by Buck



Advertising agency McKinney approached Buck with a brief that challenged them to create a world using Sherwin-Williams paint swatches to tell a story about color. Benjamin Langsfeld, an associate creative director at Buck, writes about what he learned, what he did wrong, and what he learned, from making Sherwin Williams commercial.



What he learned.
“1. We organised our workflow. 2. We created a set of rules. 3. We explored water and fluid-like motion. 4. We were flexible with rigging.”



What he did wrong.
“One of the hardest things about this project was agreeing the same definition of ‘colourful’ between us, the agency and the client. We got stuck in a debate between thinking of it as a controlled palette with pops of vibrant colours and a full-on explosion of highly saturated colours for 30 seconds.”



Lessons learned.
“Sometimes a production schedule doesn’t exactly synchronise with the client’s decision-making process, and in those cases you have to shoot first and hope you aimed in the right direction later.”



For a detailed interview, see the original post on 3D World

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