Although it serves a state with a population of less than 1.5 million people, First Hawaiian Bank is intent on reaching its audience with the sophistication of an international financial powerhouse. Teaming with Honolulu agency MVNP and Los Angeles-based production company Accomplice Media, FHB has launched an ambitious branding campaign centering on people coping with life’s milestones. Rather than pushing specific retail services—as most regional banks do—these funny, beautifully-produced spots aim to forge an emotional connection with Hawaii residents from all walks of life.
SPW CreditsClient: First Hawaiian Bank
Christopher Dods, Executive Vice President, Marketing and Communications Division; Susan Soken, Vice President, Marketing and Communications Division.
Agency: MVNP
Vince Soliven, Executive Creative Director; Jo Archibald, Senior Copywriter; Juju Ranches, Senior Art Director; Jenni Katinszky, Executive Broadcast Producer; Debbie Tada, Account Services Director; June Kaneshiro, Account Supervisor; Charlie Pedrina, Senior Graphic Designer; Louis Scheer, Junior Graphic Designer; Lori Kimura, Media Director; Elaine Kami, Associate Media Director.
Production: Accomplice Media
Stephen Pearson Director; Mel Gragido, Executive Producer; Benn Martenson, Director of Photography.
Post: Montaj 9
Music: emoto music
Audio: Audio Bytes
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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