The majesty and the brutality of winter is captured in awe-inspiring fashion in a new national ad campaign for RAM Trucks. Directed by Eric Crosland of Sherpas Cinema for The Richards Group, High Octane is an homage to avalanche techs and highway crews who work to keep mountain roads passable for all including athletes in the face of dense snow, blinding winds and bone-chilling cold. Trucks equipped with snow plows blast through six-foot drifts; helicopter crews use explosives to trigger massive avalanches. “You are the right-of-way,” intones Sam Elliott in the voice-over. “You are a 6.4 liter abominable snowman with ice in your veins.” The spot employs the tagline, “Guts. Glory. RAM.”
SPW CreditsAgency: The Richards Group, Dallas.
Rob Baker and Jimmy Bonner, creative directors.
Production: Sherpas Cinema.
Eric Crosland, director; Eric Crosland, David Mossop and Stefan Van Borbely, directors of photography, Malcolm Sangster, producer.
Editorial: Sherpas Cinema.
Eric Crosland, David Mossop and Jay Macmillan, editors.
Music: Jacob Yoffee
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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