To build anticipation for its upcoming five-part documentary series on Serena Williams, HBO recently tapped 2C Creative to collaborate on a powerful teaser trailer. The creative agency was charged with capturing the essence of “Being Serena” while communicating the series’ unprecedented level of access to the tennis champion, from the sport that earned her global recognition to her business and growing family.
With so many interesting aspects to Serena’s life, both on and off the court, 2C’s challenge was finding a way to give viewers an overall taste of what they would get from the documentary in a short, fascinating tease. The resulting 35-second trailer – created for both broadcast and social channels – combines clever pacing, editing and narrative to make that happen.
"Being Serena" premieres May 2 exclusively on HBO.
SPW CreditsHBO
VP, HBO Program Marketing: Eric Council, Creative Director: Noah Lerner, Senior Writer Producer: Patrick Cullert
2C
Chief Creative Officer: Chris Sloan, GM, Senior Director of Operations: Nikki Coloma, Writer / Creative Director: Marni Wagner, Creative Director: Ben Frank, Lead Editor: Jesus Martinez, Graphic Artist: Andy Fernandez, Colorist: Dmitri Zavyazkin, Executive Producer, Graphics: Bob Cobb, Design Director: Luis Martinez, Technical Operations Manager: Ashley Hartford, Assistant Editor: Williams Naranjo, Assistant Editor: Kelly Lanman, 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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