In this live action spot edited by Jim Haygood of Union, directed by Joseph Kosinski of Reset, and created via Leo Burnett, characters from the game are transporting some sizable cargo to a remote desert location. The contents are unknown to the team, until they – and the container – parachute down to the ground. As the container hits the dirt, we see the unmistakable HUMMER logo. Sure enough, the new GMC HUMMER EV rolls out of its hold, a squad of four hops into the vehicle and the driver shouts, “Adios, amigos!” as they leave two opposing team members in the middle of nowhere. “You see any more of those?” asks a bewildered commando.
SPW CreditsClients: GMC & Activision/Blizzard
Product: Hummer EV / Call of Duty: Modern Warfare II
Title: “Reporting for Duty”
Agency: Leo Burnett
Executive Creative Director: Steve Glinski, Executive Creative Director: Tim Thomas, Creative Director: Dan Councilor, Creative Director: Tom Topolewski, Associate Creative Director: Rich Toltzman, Senior Art Director: Chapin White, Director of Integrated Production: Brian Dooley, Executive Producer: Erik Zaar
Production Company: Reset
Director: Joseph Kosinski, Managing Director: Dave Morrison, Executive Producer: Michael Garza, Head of Production: John Moran, Line Producer: Aristides McGarry
Editorial Company: Union Editorial
Editor: Jim Haygood, Assistant Editor: Roman Petrov, President/Managing Partner: Michael Raimondi, Executive Producer: Joe Ross
Finishing/VFX: Method Studios
Executive Producer: Bennett Leiber, ECD/VFX Supervisor: Ryan Tudhope, CD/VFX Supervisor: Rob Walker, VFX Producer: Chris Decker
Mixing/Record Company: Eleven Sound
Mix Engineer: Jeff Payne, Executive Producer: Melissa Brewer, Producer/Mix Assistant Mixer: Andrew Smith
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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