Reflecting their commitment to creating effective ads for the new media landscape, Committee LA, the creative production house led by Directors Frank Samuel, Jeff Reed and Executive Producer Lauren Bayer, teamed with insurance giant The Hartford to promote the companies sponsorship of the 2018 Paralympic Winter Games, which will take place March 9-18 2018 PyeongChang, South Korea. The new ad, entitled simply ”I Will,” began airing nationally this month on broadcast television and online.
According to Committee LA Executive Producer/Co-Founder Lauren Bayer, the in-house creative team at The Hartford, which mostly focuses on their online content, wanted to create something powerful and engaging that was on par creatively with the company’s TV work.
“This was an important project for the Hartford’s in-house creative team, and the agency producer Jake Kahn knew the spot had to be great,” Bayer says. “It started out as a great concept and he was looking for a company that could do it justice. Knowing Committee LA, he felt comfortable that we not only had the directorial expertise but our production management was top of the line. He also wanted a company who could work with them as part of a team. We are very collaborative and were able to essentially create one cohesive unit that included agency, production and post. Not only were we able to bring them a great director, but we also used our relationships in post production to bring on a very talented editor and finishing team.”
SPW CreditsClient: The Hartford Financial Services Group
Project: “I Will” (:30, :15)
Agency: The Hartford (in-house)
Creative Director: Jamie Klim
Art Director: Holy Fiss
Copywriter: Kristen Gomez
Producer: Jake Kahn
Production: Committee LA, Venice, CA
Director: David Serota
Executive Producer: Lauren Bayer, Scott Flor
Cinematographer: Colin Arndt
Production Supervisor: John Hollingsworth
Editorial/Post: Jump Editorial, Los Angeles, CA
Editor: Erwin Fraterman
Executive Producer: Betsy Beale
Assistant Editor: Mike Wolfe
Audio: Thunder Sound, Los Angeles
Engineer: Art Wright
Post Production: The Mill, Los Angeles
Colorist: Adam Scott
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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