The trippy way Sherwin-Williams made its Emerald paint commercia - Cleveland 19 News Cleveland, OH

The trippy way Sherwin-Williams made its Emerald paint commercial (video)

CLEVELAND, Ohio -- Sherwin-Williams nerded out with its latest psychedelic ad for Emerald paint because swatches are so last year. 

The Cleveland-based company is celebrating 150 years, but the company certainly isn't dated with this ad by McKinney that was created with high speed cameras, Emerald paint, a Phantom camera mounted to a robotic arm named Spike and a 400-gallon water tank. 

"Spike, along with software we worked with [Flame], gives us unprecedented control over camera movements at a very high speed, " Christian Fritz, lead developer at the Marmalade, said. "This shoot with have been impossible without a system like that." 

It makes the 30 second ad, labeled "Epiphany," is mesmerizing. 

"We wanted to show people not just what paint could look like but what it could become," said David Sloan, who is an associate creative director for McKinney.

The entire ad was shot without computer-generated imagery. 

"Everything that you see is true to life. It couldn't be any cooler," said Creative Director Eben Mears of Psyop, the production and direction company. 

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