The two-spot Abbott Labs campaign mixed by Digital Arts Rex Recker is an exercise in audio precision and elegance. The spots use specific visual metaphors: a room of mirrors from which the actor and a malevolent virus move about cautiously; and an elaborate waterfall that comes to a near standstill so the details of each droplet can be examined, to highlight the company’s crucial medical advances.
“In the ‘Infinity Room’ spot, the sound effect the virus makes as it floats around the room was a major creative concern,” Recker says, “especially when the actor grabs the virus and crushes it in his hands. That simple bit of sound deign took a while to come up with and everyone agree upon.”
SPW CreditsClient: Abbott Labs Project: “Infinity Room” (:30/:15) Divisional Vice President, Regional Marketing Strategy: Vivek Mohan, Divisional Vice President, Global Brand Strategy and Innovation: Chris Miller, Senior Director, Marketing: Mark Procop, Divisional Vice President, Strategic Marketing Operations: Sean McKenzie Advertising Agency: Purple Strategy Alexandria, VA Creative Director: Chris Julcher, Creative Director: Matthew Feloni Production Agency: Rogue Producer, New York, NY Founder, Executive Producer: Rob Farber Production Company: Mirada, Marina del Rey, CA Director: Mathew Cullen Editorial Company: PS 260, New York Alex Hagon: Editor Color Correct: Co3, New York Colorist: Sofie Borup Music: Sonixphere, Chicago, IL Creative Director: Greg Allen, Composer: Tony Effers, Sound Design: David van Slyke Audio Post/Sound Design: Digital Arts, New York Engineer/Sound Design: Rex Recker
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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