Let’s be clear. It’s hard to impress audience and grab attention of potential clients nowadays. There are a lot of visual information we consume every day, sometimes our minds don’t have enough resources to remeber or distinguish remarkable ad. But seems like guys from McKinney and PSYOP know how to do that right way.
The entire ad was made for Sherwin-Williams company without CGI. Yes, that’s correct.
Actual paint interacts with water, transforming and creating various shapes. A Phantom camera was mounted on the high-speed robot arm called Spike, providing outstanding motion control. High FPS rate allows capturing moving paint underwater in a very appealing way, which won’t be possible without such equipment.
400-gallon (approximately 1514 liters) tank was used to allows to do such camera movements.
Take a look at the making of video below.
Another important thing is software. Using Flame the crew had an opportunity to edit and compose footages on the fly and see the result right on set.
Looking at the entire production you might think that it’s more like laboratory than an actual process of shooting an ad.
Learn this technique from Photigy course:
This course is for you, if you are:
- Studio Photographers who is looking for new fresh ideas and techniques for their commercial work
- Art Creators with camera that want to use new technology in their art
- Beginners that want to learn one of the most effective technique to bring “WOW” factor to their portfolios and bring publicity to their photography
Alex and Genia,
Thank you, both for the detailed explanations. You two make an awesome instructional team!
I learned a lot and will keep the downloads to refer to in my future work.