Each spot in JBL’s new campaign opens on Maroon 5 in what appears to be a live performance of their new hit song Daylight. However, when the camera pulls back, it reveals that the performance is actually happening on a playback device. The device varies with each spot with two cellphones, a tablet and a television featured–each spot also promotes a different type of wireless speaker.
SPW CreditsClient: Harman International (JBL); Agency: Doner, Detroit, MI. Rob Strasberg, co-CEO/chief creative officer; Brian Dooley, SVP/Director of Broadcast and Motion Content, Laurie Irwin, v.p./executive producer; Murray White, exec. v.p./executive creative director; Kenneth Spera, sr. v.p./creative director; Prentice Howe, creative director; Kevin Weinman, exec. v.p./account management director; Jim Vassallo, sr. v.p./brand leader. Production: STORY. Blair Hayes, director/cameraman; Mark Androw and Cliff Grant, executive producers; Rick Rosemeyer, producer; Mary Langenfeld, head of production. Edit: The Underground at Doner, Detroit, MI. Kurt Richie, editor.
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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