The new spot for Famous Footwear, directed by Norry Niven for The Richards Group, is an empowering and poetic call to #stepforward. In the piece, women of different backgrounds move confidently towards the camera, their words aimed to challenge a better future with that first step. The project, Niven’s first via Lucky 21, harnessed the director’s talent for blending style and impact. The award-winning director relates that a number of the actors were moved to tears, “by masterful writing and poetry of the call to action.”
SPW CreditsAgency: The Richards Group
Brand Creative Group Head: Chris Smith
Brand Creative/Writer: Danny Bryan
Brand Creative/Art Director: Dan Case
Brand Creative/Art Director: Lynn Born
Producer: Cassie Greenwald
Production: Lucky 21
Director: Norry Niven
Executive Producer/Partner: John Gilliland
Head of Production: Teresa Cameron
Producer: Tyler Boylan
Post: Lucky Post
Editors: Marc Stone & Sai Selvarajan
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut โThe Debโ premiered as the closing night film at this yearโs Toronto International Film Festival (TIFF). Adding a touch of creative flair to the filmโs debut, the team at Boma helped in crafting the brand identity for Wilsonโs production company, Camp Sugar.
โRebel and her team approached us with this adorable character design and a simple question: โCan we make this happen in time for Toronto?โโ shares Jason Cohon. โAs huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebelโs team, it was an easy โyes!โโ
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading โCamp Sugar.โ 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 Wilsonโs films for years to come.
โWe had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugarโs films.โ
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.ย 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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