Crunch Fitness, a brand renowned for fusing fitness and entertainment, worked with StrawberryFrog to launch a new marketing movement and advertising campaign on TV and digitally that takes a stand for fun in fitness and against the overly serious and boring work outs and gyms that plague our land. This new multi-platform marketing movement by StrawberryFrog is comprised of both broadcast and social, the creative brings you into a world where Fitness is personified by extreme FUN. In one video, we see a hard body fitness fanatic being outmaneuvered by an unassuming guy who does pulls ups with his facial hair. In another, the talking belly button of a woman working out will be sure to give you a belly laugh.
SPW CreditsClient Crunch
EVP of Marketing & Branding Chad Waetzig, Creative Director Lauren Kanfi, Marketing Director Kate Weis, Regional Group Fitness Mgr Taj Harris, Regional Personal Training Mgr East Coast Scott Pullen
Creative Agency StrawberryFrog
CEO Scott Goodson, ECD Tyler DeAngelo, Art Director Lucy Downs, Copywriter Ben Wallin, Copywriter Brad Emmitt, Senior Acct. Director Chris Belmore, Director Project Management Elizabeth Scordato
Production Agency Madison Media Group
Executive Producer Clair Grupp, Business Affairs Afsaneh Berjis, Venessa Merrin & Nikita Merrin,
Production Company WethePeople
Director Tyler DeAngelo, Executive Producer Jesse Ford, Producer Kellee Cragin, DP Stoeps Langensteiner, EFX MU Jeff Segal, Prop Master Mike Moran
Postproduction QuietMan
VFX Supervisor Johnnie Semerad, VFX Producer Michael Paxton, Editor Ron Humer
Audio HoneyMix
Engineer Conrad Sanguinity, EP/Founding Partner Mary Tomasiewicz
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.
Read More