Australian design conference, Analogue/Digital, asked MailChimp to create a short video they could show throughout the day during their event. We wanted to make something grand, with a quick turnaround, and a modest budget—something simple in execution, but effective and unique.
While experimenting in the studio, we realized that, when paint drips slowly, it’s captivating. On a previous project, we painted props for a video. We tried pouring the leftover paint on a flat surface we cut from foamcore. The first iteration showed potential, so we kept moving.
We had one of MailChimp’s UX developers print a few 3D logos. After a few paint waterfall attempts, we had something we were stoked about, and started recording. To round out the video experience, we added a soundtrack from my band, Sealions. The video was also showcased at the 2014 Brand New Design Conference in Chicago, and in NY Times Square.
When we moved offices across Atlanta, we wanted our new neighbors and landlord to know, too. We also wanted them to know we value creativity, humility, and mischief. So we bought ad space on four bus shelters and five billboards along Ponce De Leon Avenue, a major thoroughfare and home to our new digs. We filled each spot with big images of candy-colored dripping paint as if to slyly say: “Change is coming and it’s gonna be fun.”