In “The Game,” three guys are hanging out in front of a TV watching sports. One of them – the saver – reaches down to check his tablet, as another – the spender – comments, “Checking your fantasy?” The saver responds, “No, just my 401k statement.” The dialogue continues as the spender, who says that his money is “gone before I get my hands on it,” is decked out in more and more lavish items, starting with a gold watch, necklace and sunglasses and ending up astride a new motorcycle in a medieval knight’s costume and virtual reality goggles. The spot ends with a pizza guy showing up at the door and the spender saying, “Hey, can somebody spot me?”
SPW CreditsClient: Ad Council/AICPA Advertiser’s Supervisors Council: Amy Gibson-Grant, VP, Campaign Director, Ad Council; Ricki Kaplan, Campaign Manager, Ad Council; Dana Vielmetti, Assistant Campaign Manager, Ad Council Agency: KBS+ Co-Chief Creative Officer: Edward Brojerdi; Co-Chief Creative Officer: Izzy DeBellis; Creative Director: Will Bright; Creative Director: Grant Simpson; Art Director: Nic Wehmeyer; Copywriter: Josh Kessler; Head of Content Production: Mara Milicevic; Producer: Dennis McKinley; Executive Content Business Affairs Manager: Cindy Hoffman; Agency Account Supervisor: Gabriela Benitez; Agency Account Supervisor: Shari Benowich; Agency Account Executive: Zach Fryman; Production Company: Hungry Man Director: Dave Laden; Executive Producer: Kevin Byrne; Line Producer: Caleb Dewart; Cinematographer: Christian Sprenger Post-Production Company: Optimus Editor: Ruben Vela II; Assistant Editor: Erik Law; Colorist: Oscar Oboza; VFX Director: Glen Noren; Online Editor: Scott Yurks; Producer: Tracy Spera; Sr. Associate Producer: Lauren Connolly
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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