Produced by ContagiousLA (CLA) and directed by Andrew Laurich, this bold, branded video campaign via Merkley+Partners speaks to the full range of Mercedes-Benz drivers. Laurich demonstrates a deft hand, from a tech-centric short film for the 2017 E-Class, to a narrative piece for the GLS about a mom and her son that focuses on safety and engineering, and, finally, PGA Tour Professional Golfer Rickie Fowler appearing in a video for the C-Coupe that is both aspirational and inspirational. The latter two videos feature the familiar voice of Jon Hamm. This is Laurich’s second round of videos for the agency and carmaker.
SPW CreditsCLIENT: MBUSA / North Atlanta, GA
VP of Marketing Communications: Drew Slaven
General Manager of Marketing Comm.: Mark Aikman
Supervisor, Brand Experience Marketing: Nicholas Emma
Titles: E-Class: “The Future is Now”, C-Coupe: “Outdrive Expectations”, GLS: “Mother and Son”
AGENCY: Merkley+Partners / New York
CEO: Alex Gellert
Exec. Creative Director/Partner: Andy Hirsch
Chief Client Officer: Cynthia Davis
EVP, Group Account Director: Lisa Mannarelli-Puleo
EVP/Group Creative Director: Chris Landi
Associate Creative Director: Kirk Mosel
Associate Creative Director/Art Director: Brian Hall
Copywriter: Marie Strycharz
Head of Production: Gary Grossman
Producer: Scott Mushinskie
PRODUCTION COMPANY: ContagiousLA / Santa Monica, CA
Director: Andrew Laurich
Director of Photography: Joe DeSalvo
Executive Producer: Natalie Sakai
Line Producer: Sean Barney
Staff Associate Producer: Jordan Flack
EDITORIAL: NO6NY / New York
Editorial EP: Corina Dennison
Editor: James Duffy
Celebrity Talent: Rickie Fowler
Location: Miami
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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