Actor-activist Jenny Yang partnered with Ajinomoto to bring to light some of the misconceptions about MSG and highlight how to eat clean based on scientific evidence.
Directed by Paul B. Cummings, the spot opens with Yang conceding that she’s willing to delve into the Goop buzz and try their many recommendations for healthy living including red-light therapy and beet cocktails. Yang goes on to detail some of the issues with Goop and other brands arbitrarily deciding that her grandma’s red braised pork belly is less “clean” than your grandma’s chicken pot pie.
The spot concludes with Yang’s invitation to the “Goop Goddess” to join her for an MSG-based feast and take a fresh look at ‘clean eating.’
SPW CreditsAgency: Edelman
ECD: Jesse Suchmann, CD: Conor Hogan, AD: Madelyn Fetzko, Jasen Wong: Senior Copywriter, Group EP: Ari Pomerantz, Senior Producer: Gina LoPinto, EVP: Jennifer Horowitz, VP: Stephanie Walker, Senior Account Sup: Victoria Kwan, Project Director: Mamo Arima
Production Co: Tuff
Director: Paul B Cummings, EP(s) Max Rose & DJay Brawner, Producer: David Johnson, DP: Sam Brownfield, Production Designer: Lauren Meyer, Editor: Paul B Cummings
Color: Derek Hansen @ Afx
Contact NameJenne Dixon
Contact via emailBoma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
[video width="3840" height="1608"... Read More