CW33-KDAF TV doesn’t expect their viewers to just tune in — they also want the Dallas-Fort Worth station to be a part of their daily conversation. The solution for that challenge is their engaging new “Express Yourself” campaign, driven by a catchy original song from Stephen Arnold Music.
With “Express Yourself,” CW33 has a promotional vehicle that encourages viewers to interact with the station — uploading and sharing fresh user generated content in keeping with the campaign’s motivational theme. The foundation of “Express Yourself” is its song, an instant classic that’s heavy with hooks.
Says Roger Vertrees, Director of Creative Services for CW33/KDAF-TV: “We wanted a track that was timeless, so it was critical that we collaborate with Stephen Arnold Music to get it done right. They created an infectious original song that’s getting everyone involved.”
SPW CreditsClient: KDAF-TV CW33, Dallas-Fort Worth, TX
Project: "Express Yourself” Campaign
Jamie Aitken: VP/General Manager
Roger Vertrees, Director of Creative Services
Music: Stephen Arnold Music, Dallas, TX
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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