NBA superstars Stephen Curry and Lonzo Ball are the subjects in an ESPN campaign leveraging a pop-art look the network initially developed for its social platforms.
To realize its vision and bring that concept to broadcast, ESPN called on collaborative partner, 2C Creative with the goal of building visually provocative and stunning spots around actual media quotes about the two NBA point guards. The spots needed to be fun, playful and visually push the limits of sports promos.
2C played with non-traditional music, fun colors and textures, and found imagery that reinforced the messaging, though sometimes more abstractly. 2C also steered away from the classically polished broadcast spot, opting to give the animation a grittier pop-art feel that’s typically reserved for online promotion and rarely seen on-air. The combination of all these elements created dynamically bold spots that have set a look and feel for future ESPN projects.
SPW CreditsESPN
VP, Brand Strategy and Executive Creative Director: Jeff Gonyo
Senior Creative Director: Ryan Campbell
Senior Creative Director: Chris McClure
Senior Writer Producer: Geoff Bird
VP, Sports Management: Seth Ader
Senior Director, Marketing: Mike Kopech
Manager, Marketing: Pat Butkus
2C
Chief Creative Officer: Chris Sloan
Creative Director: Marni Wagner
GM, Senior Director of Operations: Nikki Coloma
Lead Designer: Aaron Magee
Lead Editor: Jesus Martinez
Assistant Editor: Williams Naranjo
Executive Producer, Graphics: Bob Cobb
Audio Engineer: Cesar Haliwa
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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