— PROJECT NAME
"The World's Largest Chip Rack"
— ROLE
Creative Lead, Copy
Original Concept
Ironically, Valspar, a paint company, had a gray corporate building on one of Chicago’s most congested commutes: the Kennedy Expressway on the way to O’Hare.
So why not put some color into everyone's commute?
Why not envision Chicago's new iconic landmark: "The World's Largest Chip Rack."
The idea was to create a giant chip rack that would be elegible for a Guinness World Record. Through augmented reality, the building would grab people's attention, while presenting Valspar's pantones.
Below is how it would lead different commuters to the building.
The concept reached the prototyping stage before being cancelled after Sherwin-Williams acquired Valspar.