Timber collaborated with the team at Leo Burnett and Believe Media on the new campaign for American automaker GMC. Stadiums, crowds, cars, animation and design came together in the campaign featuring San Francisco Giants pitcher Jeremy Affeldt. The campaign promotes the brand’s relentless attention to detail. As the spot relates, not every pitcher can throw a 95 MPH fastball under the lights of AT&T Park and not every automaker can create the professional performance of a GMC. Precision can be the difference between winning and losing, or the element that separates ordinary from a cut above. For Timber, accuracy and precision were also a driving force for the campaign – crowd replication, design and visual effects were carefully crafted to support the narrative and campaign theme.
Agency: Leo Burnett
Chief Creative Officer: Steve Chavez
Producer: Adam Van Dyke
Creative Director/ Art Director: Larry Donabedian
Creative Director/Writer: Jim Amicucci
Production Company: Believe Media
Director: Jeff Darling
Executive Producer: Liz Silver
Executive Producer: Luke Thornton
Executive Producer: Mark O’Sullivan
Producer: Marc Benardout
Editorial: Arcade
Editor: Paul Martinez / Greg Scruton
Producer: Jamie Lynn Perritt
Telecine: CO3
Colorists: Tom Poole, Stefan Sonnenfeld & Beau Leon
Online/VFX: TIMBER
Managing Partner/EP: Damian Stevens
Creative Director’s / Partners: Jonah Hall & Kevin Lau
Executive Producer: Chris Webb
Producer: Lauren Loftus
Lead Flame Artist: Chris DeCristo
Additional Flame: Dave Stern
Flame Assist: Jason Giamara
Digital Effects Supervisor: Nick Hiegel
Nuke Artists: Julie Jang, Krystal Chinn, Hilery Johnson, Dylan Holden, Jerry Hall, Rachel Dunn, & Patrick Longstreth
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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