I remember staring at the 17-foot screen thinking, “It’s so beautiful, so mesmerizing—damn, we might be on to something.” A year earlier, our client, Sherwin-Williams Coil & Extrusion, had tasked us with creating a campaign and platform for the architectural market. Its coatings cover all manner of metal architectural elements, from aluminum cladding around windows to full sweeps of colored panels, giving form and personality to function. At the time, Sherwin-Williams’ brand was better known for interior paint, not a go-to architectural solution. WORK SMARTER - LEARN, GROW AND BE INSPIRED. Subscribe today! To Read the Full Story Become an Adweek+ Subscriber View Subscription Options Already a member? Sign in

I remember staring at the 17-foot screen thinking, “It’s so beautiful, so mesmerizing—damn, we might be on to something.”

A year earlier, our client, Sherwin-Williams Coil & Extrusion, had tasked us with creating a campaign and platform for the architectural market. Its coatings cover all manner of metal architectural elements, from aluminum cladding around windows to full sweeps of colored panels, giving form and personality to function.

At the time, Sherwin-Williams’ brand was better known for interior paint, not a go-to architectural solution.

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EJ McNulty is executive creative director at Wunderman Thompson North America.

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