We created how-to videos for our social channels and content for the Project Center page with the assets from this shoot. We felt inspired and challenged by the how-to videos Lowe's has been posting to their Instagram. Tips and tricks are important content to cultivate, but I've found that by weaving in a compelling or even whimsical story, the audience feels more connected and involved. For me, that is always the most exciting part of content creation for Sherwin-Williams. We shot all of the process footage in a studio and then staged a "reveal" on site for each video. That transition from studio to environment introduced a human element into the tips and tricks and, as a result, the content really resonated with our audience.
