Creativity From The Other Side: Industry Awards Edition Join David Sable, host of NYF's flagship content series, 'Creativity From The Other Side,' as he engages in this lively and in-depth discussion featuring Deb Vandeven, Global CCO of VMLY&R; Manuel Bordé, Global CCO of VMLY&R Commerce US; Nicholas Henault, Director OREO US at Mondelēz International; and 2023 NYF Executive Jury President, Bianca Guimaraes, Partner & Executive Creative Director at Mischief USA. Together, they delve into the significance of awards, explore clients and agencies building brands together, discuss the quality of creative work in this year’s competition, do a deep dive into the evolution of Commerce advertising, and much more.
CreditsJonathan Fatigate - Director/Editor, Sam Wilson - Camera, Scott Rose - Producer, Mariya Chulichkova - Sound
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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