Directed by Marcos Mijan, the spots feature active, motivated young people in fast-paced visual stories. Rather than using stock music or a brand-driven track, the creative team wanted the music to sound like songs released by a recording artist, with the vibe of tracks young adults might have on their playlist.
“The upbeat campaign had done all the heavy lifting. The advertising consultancy, Mint MENA, and the team at Camouflage Productions had crafted a series of high-energy visuals colored with a pop-culture, stylized look that hold the attention of Acuvue’s target markets, delivering the brand’s message,” says Sutta. “Audiocastle’s role was to create songs with a musical aesthetic that draws youthful viewers into the spots.”
Audiocastle recently met the challenge of composing music for Acuvue Contact Lenses’ broadcast and integrated campaign, ‘Be Free, Be You.’ Composers Adam Robl and Shawn Sutta collaborated with songwriter/vocalist Gabriela Ferrer on the tracks for the spots, delivering instrumentals and lyrics with a contemporary commercial sound virtually overnight.
At the 11th hour, the client decided that the music initially composed for the commercials fell short of their vision. Audiocastle was contacted on a Sunday and presented with the seemingly impossible task of coming up with a new concept, composing, and recording an artist-driven style of music that traditionally takes multiple sessions to create, with a 24-hour deadline.”
SPW CreditsBrand: J&J Vision - Acuvue Contact Lenses
Campaign: ‘Be Free, Be You’
Titles: “Be Free Be You /Acuvue 1-Day Oasys,’ ‘Be Free Be You’/ ‘Acuvue Vita’
Lengths: two :60s, six :20s
Release Date: September 2021
Platforms: Integrated Campaign: Broadcast, Online Platforms
Advertising Consultancy: Mint MENA
CEO: Joseph Makhoul, Managing Director: Dolly Saidy, Sr. Production Consultant: Diana Jebally, Creative Director: Ali Mokdad
Production Company: Camouflage Productions
Executive Producer: Dania Salha Quaglio, Postproduction Producer: Khalid Jabal, Director: Marcos Mijan, Cinematographer/DP: Jose Luis Bernal
Music Company: Audiocastle - Miami | NYC | LA | Chicago | Nashville
Composers: Adam Robl, Shawn Sutta, Lyricist/Vocalist: Gabriela Ferrer
Recording Studio: Audiocastle
Editorial Company: Cold Cutz
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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