“To team up with Easy Mondays is like being on a trip with a bunch of cool-geek-responsible-foodie friends who push everything to make the production process into the most perfect, unforgettable adventure you’ve ever had,” says director Alina Montero of her maiden project with the company, which she joined this month. “They’re careful and precise but also warm and always cheery.” “La Familia” – infused with warmth and laughter of its own, plus mouthwatering dishes – is one of two spots created via Fitzco and produced by Easy Mondays for Cholula (the other is “Shake”). The campaign celebrates Cholula’s authentic Mexican heritage, as its signature wood-capped bottle is passed from kitchen to kitchen, and table to table, in homes and restaurants.
“Alina’s commitment and passion is evident in every frame,” says Easy Mondays Founder/EP Asori Soto, who last week announced the addition of Montero to the company roster. “And it was wonderful to collaborate with the Fitzco team. They cared about the heart and soul of this spot as much as Alina did, and that’s why we ended up with such a beautiful film.”
Montero says that working “with a team of clients and creatives diverse as America itself was, for me, a rewarding experience, where the vision of this project was enriched with different cultural backgrounds that brought to life a campaign that shares Mexican tradition from a very contemporary, diverse, and fresh look. This project was full of fun, laughs, cooperation, and a great effort to communicate and brilliantly share a fantastic product. It was a delight to be part of it. I hope this campaign brings flavor, color, and a little spice to anyone who sees it!”
SPW CreditsClient: Cholula Spots Title(s): La Familia; Shake Agency/Location: Fitzco Agency Producer: Bryan Jameson Production Company/Location: Easy Mondays (service company - The Maestros, Mexico) Director: Alina Montero, DP: Matt Chavez, EP(s): Asori Soto, Producer: Justin Gilley, Shoot Location: Mexico City
Boma | 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.
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