Every year Sherwin-Williams names a Color of the Year, much like Pantone. The 2016 color was Alabaster SW 7008, warm and neutral...and white. The main challenge here was coming up with a way to announce such a neutral color in a way that wouldn't fall flat with our audience. We decided to hero the quality and beauty of the product instead of the color. After 3D printing the color name and mounting it to a board, we poured Alabaster SW 7008 over the letters. The resulting video was teased out on Instagram as a 6-part reveal, where each post served as a component of the final image, when viewed from our profile. Each individual image was actually a GIF of its own with supporting content and "behind the scenes" photos from the Alabaster Shoot. We then used that same content to make posts for all of our other channels.
