To kick off its annual Hockey Fights CancerTM initiative and engage hockey fans with a fresh campaign, the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) collaborated with Undefined Creative (UC). Extending the reach of this year’s campaign, UC sought to create as many touchpoints for fans as possible, while still emphasizing the local clubs and their fans as the foundation upon which the larger campaign is built. Using the tagline One Team, One Family, One Fight, Undefined Creative produced a set of 30-second and 15-second TV spots, digital and mobile banners and print ads encouraging fans to Join the Fight and inviting them to visit the websites of the Leagues’ charitable partners to learn more. The NHL and NHLPA founded Hockey Fights Cancer™ in December 1998 to raise money and awareness for hockey's most important fight.
SPW Credits
NHL
Donny Khan, Director, Advertising and Marketing
Ann Marie Lynch, Director, Community Relations
Undefined Creative
Maria Rapetskaya, Creative Director
Mike Kardis, Editor
Cathy Humphrey, Producer
Kristien
Contact Phone818-661-6368 x2
Contact via emailBoma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut โThe Debโ premiered as the closing night film at this yearโs Toronto International Film Festival (TIFF). Adding a touch of creative flair to the filmโs debut, the team at Boma helped in crafting the brand identity for Wilsonโs production company, Camp Sugar.
โRebel and her team approached us with this adorable character design and a simple question: โCan we make this happen in time for Toronto?โโ shares Jason Cohon. โAs huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebelโs team, it was an easy โyes!โโ
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading โCamp Sugar.โ 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 Wilsonโs films for years to come.
โWe had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugarโs films.โ
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.ย 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