Finnish gaming giant Supercell has unveiled a global campaign to mark 10 years of its mobile game Boom Beach. The push, called “#Boomiversary,” was developed in partnership with Waste Creative and in-house production studio This Thing of Ours.
A 60-second animated film showcases a miniature diorama, with a Boom Beach scene brought to life on a one-meter cake.
At first glance, the cake looks like a memento of 10 years of player achievements. However, as the sky burns red and the beach becomes a battleground, its true purpose and the mastermind behind it are revealed.
In fact, the film shows that the cake was created by Dr. T, the nefarious scientist who is the game’s primary antagonist, to celebrate 10 years of player failures.
To create the cake featured in the film, Waste teamed up with Emma Jayne Cake Design, who turned the in-game scene into an edible reality, using gelatine for the sea, sugar for the sand and a mixture of chocolate and fondant to form the landscape, including palm trees, shrubs and rocky textures. The cake’s characters and buildings were first designed in 3D, then 3D printed and carefully painted by hand.
The cake creation was placed on a four-meter beach set, with sand-like textures carved out of polystyrene and coated in real sand.
The sky was created by lighting a wall with a gradient, while the sea was made using back-lit perspex, with cling film to add texture.
To shoot the film Waste collaborated with Clapham Road Studios, using a motion control rig with a variety of lenses to capture every angle.
Alex Robinson, director, Waste Creative, said, “At Waste, one of our favorite things to do is to create things authentically and in-camera. This was the perfect opportunity to do just that, and it presented us with a plethora of exciting challenges and hurdles. Working alongside so many talented artists and witnessing everything come together on the day of the shoot was truly awesome.”
CreditsClient Supercell, Boom Beach Agency Waste Creative Alex Robinson, director; James Trimming, exec producer; Sam Whiffing, associate creative director; Jake Varney, producer; Norik Imami, 3D previsualization; Dolph Souza, modelmaker; Gareth Matthews, graphic design; Ryan Walker, motion graphics; Hannah Eastes, sr. strategist; Hal Pryce, jr. strategist; Louie Wood, midweight creative; Stephanie Marsh, jr. creative. Studio Clapham Road Studios Matthew Day, DP; Yossel Simpson-Little, Sarah Crombie, art direction; Max Halstead, moco rig operator; Daisy Garside, studio manager. Postproduction Dragos Teglas, editor; Alexandru Chitoroaga, colorist. VFX Pixstone Sound Design Soundtrack Creation. Voiceover Skip Robins, Dr. T voiceover. Cake Design Emma Jayne Cake Design Emma Jayne Morris, baker.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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