When Genesis unveiled the GV80 Concept, its next generation concept SUV at the recent New York International Auto Show, it treated its audience of automotive influencers and media to an extraordinary event: an evocative black and white film, “Act of Genesis,” accompanied by a live performance of the new single from the Universal Music recording star Andra Day.
This performance of Day’s new song, “Amen,” provided the soundtrack for the film and featured many of the same performers and musicians seen in the film itself, which was a celebration of the originality and creativity of the New York performing arts scene. As it ended, a screen rose in the hall at the Javits Center to reveal the latest Genesis concept car, which was introduced by Genesis Global Brand Chief Manfred Fitzgerald.
The concept of using Day’s new song – to be released on her next album – as the soundtrack for a film that highlights the cultural and artistic vibe of New York came from INNOCEAN, the Genesis agency, and its Chief Creative Officer, Eric Springer. He led an agency team that included Joe Reynoso, ACD, Victoria Guenier, Director of Content Production, who worked closely with TheBridge.Co, the New York content company that specializes in connecting artists with brands. TheBridge.co produced the film, which was directed by the boutique’s founder, Mike Jurkovac. Tapping its contacts in the music industry, TheBridgeCo opened doors to Andra Day’s management and label, putting the wheels for the project in motion.
SPW CreditsClient: Genesis USA
Erwin Raphael, General Manager
Kate Fabian, Senior Marketing Manager
Agency: Innocean USA
Eric Springer, CCO
Tim Blett, COO
Bob Rayburn, VP Group Creative Director
Joe Reynoso, Assoc. Creative Director
Bret Ridgeway, Assoc. Creative Director
Victoria Guenier, Producer
Stephanie Godfrey, Group Brand Director
Ann Davis, Director Business Affairs
Sheila Barrand, Business Affairs Manager
Production Company: TheBridge.co
Michael Jurkovac, Director
Igor Kovalik, EP/Editor/2nd Unit Director
Bill Boyd, Producer
Gary Koepke, Producer/Art Director
Printz Board, Producer/ Musical Director
Mindy Lubert, Line Producer
Nick Stergiou, Production Supervisor
Amanda Summers, Production Supervisor
Production Coordinator, Laura Bayless
Sam Wooten, DP
Cho Cho Kim, Stylist
Maleek Washington, Choreographer
Paul Kelly, Additional Editorial
Tony Scharko, Assistant Editor
Lisa Gimenez, West Coast Sales
Artist Management: Buskin Records
Jeffrey Evans, Manager
Josh White, Manager
Myriam Santos, Creative Director
Post Production: The Mill
Julia Moore, Senior Producer
Jade Kim, VFX Supervisor
Melanie Wickham, Producer
Mikey Rossiter, Colorist
Audio Mix: Sound Lounge
Marshall Grupp, Sound Designer
Rob Sayers, Audio Mixer
Cast of Performing Artists:
Andra Day, Singer/ Songwriter
Charles Jones, Piano
Shay Godwin, Cajon
Professional Performing Arts Student Choir
Eru Matsumoto, Cellist
Printz Board, Trumpet
Michael Angeloe, Baby Grand Pianist
J Michael, Guitarist
Havoc, Flex Dancer
Reggie Talley, Cajon
Jared Crawford, Bucket Drum
Lucy Graves, Upright Piano
Madison Carrion, Ballerina
Blackfire, Percussion
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