Told through a series of moments in one girl’s life and edited by Union's Daniel Luna, “Beautiful Girl” chronicles the formative years of a dancer named Emma. The :30 narrative is propelled by Luna’s speed warping, dissolves and match cuts, which carry us through Emma’s debut onesie to childhood dance parties, recitals, cheerleading, community theatre and college productions, her life as a professional performer and – ultimately – as the owner of a dance studio. Each event is represented by a piece of custom clothing, among other defining touches; the closing moment features a grown Emma and her dance students wearing studio tees made by CustomInk.
SPW CreditsClient: CustomInk
Spot Title(s): “Beautiful Girl”, “Circle of Life”, “Entrepreneur”
First Airdate: April 4, 2016
Agency: Supermoon / Santa Monica, CA
President/Managing Partner: Amir Haque
Executive Creative Director/Partner: David DeRoma
Creative Director/Copywriter: David Blacker
Creative Director/Art Director: Harold Valderama
Senior Producer: Annie Uzdavinis
Production Company: Need Production Services / Santa Monica, CA
Director: Thibault Debaveye
Executive Producer: Johnny Parker
Line Producer: Stan Sawicki
DP: Nicole Whitaker
Editorial Company: Union Editorial / LA, CA
Editor: Daniel Luna
President/Managing Director: Michael Raimondi
Executive Producer: Lisa Johnson
Asst. Editor: Ryan Khoury
Finishing Company: Resolution, LA
Colorist: Renee Tymn
Flame Artists: Evan Guidera
Executive Producer: Logan Aries
Music Company: Peligro Music / LA, CA
Creative Director/Composer: Greg Kuehn
Sound Design & Mixing Company: Lime Studios / Santa Monica, CA
Audio Mixer: Mark Meyuhas
Executive Audio Producer: Susie Boyajan
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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