To marry the National Geographic and MINI Countryman brands, uniting them organically around their target consumers’ shared passion for adventure photography, 2C first developed a campaign logo for the MINI COUNTRYMAN ADVENTURE SWEEPSTAKES that captured attributes of both brands and brought consistency across all marketing collateral. The agency then extrapolated a toolkit from the logo development to create 20- and 10-second tune-ins tying the sweepstakes into the promotion of National Geographic Channel series, “America’s Natural Parks.” Finally, 2C approached the main 60-second vignette spot like “bonus content,” presenting a story of acclaimed National Geographic photographer Andy Mann out practicing his craft and showcasing MINI as an enabler of this mission. Equipment: vehicle-mounted stabilizing MoVi units, the Alexa Mini and 2 Sony 4K mirrorless cameras; an A7 for the dash cam; and a smaller A6300 for exterior car mounts.
SPW CreditsNational Geographic Channel
Tom King – Consulting Creative Director
Melissa Marks – Senior Creative Director, Client Solutions
Leif Skillrud – Production Manager
Danny Bellish – National Partnerships Director, National Geographic
Mini USA
Lee Nadler – Marketing Communications & Launch Manager
UM
Thomas Perretta – Producer
2C
Chris Sloan – Chief Creative Officer
Brian Eloe – Live-Action/Creative Director
Nikki Coloma – General Manager, Senior Director, Operations
Pablo Coig – Editor
Jesus Martinez – Editor
Luis Martinez – Design Director
Bob Cobb – Graphics Executive Producer
Jessica Musumeci – Designer/Animator
Dmitri Zavyazkin – Colorist
Andy Fernandez – Designer/Animator
Ashley Hartford – Manager, Technical Operations
Kelly Lanman – Assistant Editor
Williams Naranjo – Assistant Editor
Collaborators
Lisa Goldsworthy – Line Producer
Kevin Emmons – Director of Photography
Aaron Magee – Designer
Cesar Haliwa – Audio Mixer
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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