This Experience Uses Brain Waves to Create Colour

A new campaign by Wunderman Minneapolis for Sherwin-Williams Coil Coatings called ‘Thinking in Color’ allows aspiring telekinetic interior designers to change the hue of their environment with a mere thought. ‘Thinking in Color’ is the first user generated content colour spectrum ever created as an immersive experience to inspire creativity by actually visualising the colours your mind creates.

Sherwin-Williams, the paint and coatings manufacturer that owns brands like Valspar and Ronseal among other, is obsessed with colour and innovation. They don’t just see colour, they see colour as an immersive experience. ‘Thinking in Color’ is the first ever opportunity to actually experience colours created by the mind. Collaborating with Wunderman Minneapolis, the team created from scratch brain-wave monitoring technology to generate hues based on brain activity. In real-time, the brain-wave monitoring headset translates brainwave activity and then visualises the data into unique colours experiences.

Since its debut, ’Thinking in Color’ has been creating unique colours from 16 million possibilities, for over 2,000 participants. These unique experiences helped create the first ever Architect Series from Sherwin-Williams, a twelve-colour chip set inspired by the minds of architects.

Wunderman Minneapolis Executive Creative Director EJ McNulty said: “Wunderman Minneapolis is thrilled to be working with Sherwin-Williams Coil Coatings on this unique project. To be able to encourage experience through colour and intersect directly into architects’ daily work that has a real impact is something to be truly proud of. Our team has been working diligently to see this come to life.”

 

Creative Credits

Agency: Wunderman Minneapolis

Managing Director: Patrick Petschel 

Executive Creative Director: EJ McNulty

Creative Director: Kristine Baumgardner

Associate Creative Director: Chad Nauta

Sr. Art Director: Chris Kurtz

Sr Copywriter: Darren Tibbits

Production Designer: Ann Losinski

Account Director: Lauren Reinhardt

Project Manager: Erin Hoople

Project Manager: Simon Goettl

Sr Producer: Kel Nelson

Producer: Danielle Mallaro

Design and Technology Studio: Incite