Launching an all-new season of its popular “Hard Knocks” franchise, HBO turned to 2C for another promo campaign, the companies’ third such collaboration on the series, which this time features the Atlanta Falcons. 2C was asked to run with HBO concepts for two spots, one highlighting the faces of those competing for coveted positions on the team’s roster and the other focused on the numbers. The goal was to build anticipation for the new season by capturing and conveying the intensity of the NFL training camp experience and the sheer talent and tenacity it takes to make the cut.
"Faces" uses 3D modeling effects to show how training camp transforms the players as they withstand trial and tribulation in their hopes of making the team. "Numbers" combines compelling statistical graphics and real training camp footage to break down the level of competition.
SPW Credits"Hard Knoocks" Faces
HBO
Creative Director – David Roofthooft, Senior Writer/Producer/Director – Noah Lerner, Writer/Producer – Patrick Cullert, Director of Photography – Jeff Sutch, Line Producer – Damien Vena
2C
Chief Creative Officer – Chris Sloan, Senior Producer – Ben Frank, Creative Director – Brian Eloe, Editor – Omar Chavez, Design Director – Omar Acosta. VFX Compositor/Colorist – Dmitri Zavyazkin, Compositor – Bob Cobb, Rotoscoper – Akel Issa, Sound Design – Jeff Morelli, Designer/Animator – Adam Singer, Animator – Marlon Pacheco
"Hard Knoocks" Numbers
HBO
Creative Director – David Roofthooft, Senior Writer/Producer/Director – Noah Lerner, Writer/Producer – Patrick Cullert, Director of Photography – Jeff Sutch, Line Producer – Damien Vena
2C
Chief Creative Officer – Chris Sloan, Senior Producer – Ben Frank, Creative Director – Brian Eloe, Designer/Animator – Kevin Liotti, Editor – Adam Cronan, Sound Design – Jeff Morelli, Audio Engineer – Cesar Haliwa
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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