Sherwin-Williams takes us on an immersive and mind-bending journey into a kaleidoscopic world of color.

As the seventh spot in the popular “Color Chips” campaign, this “color trip” created an opportunity to play with abstract, familiar and inherently colorful objects and delight viewers as we transported them to a colorful new world.

The result is an unexpected and sensual journey which asks viewers the ultimate question: “Where will color take you?”

A spinning pinwheel, blooming lotus flower and proud peacock are just a few of the objects we chose to feature based on their visual magnetism and inherent bold color.

Following design and storyboard approval, we created very simple representations of each layout in 3D and animated them with a focus on general action and timing. In 3D, we then assembled complex kinetic sculptures using hundreds, sometimes thousands, of color chips. Animation controls (or "rigs") were built to allow for freedom in animation, yet remain interlocked with the system that followed. This was challenging in places where groups of color chips seem to emerge from nothing or fold in on themselves, as they can never appear to push through each other, nor could there be any large gaps between. This was an important focus during the rig-building process yet was ultimately solved through a tremendous amount of elbow grease and clean-up animation.

The result is an unexpected journey through a blossoming world of color which asks viewers the ultimate question: “Where will color take you?”