Ferrari launched its latest limited-edition road car, the 488 Pista, at the Geneva Auto Show this month with a film that gives viewers a taste of what it’s like to sit behind the wheel of a car that can do zero to 60 in 2.85 seconds and has a top speed in excess of 200 mph. The car features the most powerful V8 fitted to a street legal Ferrari ever. Directed by Lino Russell, the film shows the 488 Pista rocketing around a racetrack and open roads in an astonishing display of speed, power and performance.
Russell, who is represented in the U.S. by Accomplice Media, does a masterful job in capturing the raw power, unbridled energy and unrivaled beauty of the car through a mix of inventive cinematography, visual design and artful slow motion. “The idea was to create the sensation of being in this car and feeling its 700 horsepower,” Russell explains. “It wasn’t just about showing that the car is fast—there are a lot of fast cars—we wanted to convey a special sense of exhilaration.”
SPW CreditsClient: Ferrari
Director: Lino Russell (represented in the U.S. by Accomplice Media)
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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