BEAUTIFULLY Indestructible

As a producer, you rarely get to share the hurdles behind creating 30 seconds of magic. This spot remains one of my favorites—not only for the final product, but for the journey it took to get there. It truly embodies “The Dance.”

Shot by Arlo Salters in Sofia, Bulgaria, during peak COVID, the production stretched across ten time zones with a creative team spanning four U.S. states. “International paint shipping” may never make it onto a résumé, but this project certainly set the record for my longest simultaneous Teams and Zoom call.

Casting was both breathtaking and grueling, as we searched across Spain and Greece to find the perfect dancer to bring our custom score to life. And yet, every challenge only made the outcome richer.

I’d do it all again with this team—just as beautifully indestructible as the Sherwin-Williams paint we set out to promote. This broadcast spot fits into a larger integrated campaign, including four succinct social media campaigns.