STORY’s Blair Hayes has directed a new series of ads for the Hawaii Visitors and Convention Bureau that reveal the island paradise from an unusual point of view: a visitor’s. Conceived by Honolulu agency MVNP, the spots avoid the expected and stereotypical imagery that’s often featured in travel advertising and instead seek to capture the essence of what it’s actually like to be there. Shot in as loose, improvisatory manner, the spots have the warmth of a home movie and focus on what an island vacation is really all about: having fun. The package, which centers on the islands of Oahu and Maui, includes both broadcast and extended online media and is a sequel to a group of spots (created by MVNP and directed by Hayes) last year. One ad follows a couple as they go on a road trip through Maui’s pristine Iao Valley and stop to admire a bubbling waterfall and the clouds girding Mount Halekala. Another spot follows a young couple as they leave Waikiki to explore all that Oahu has to offer; romping on Kailua beach, biking thorough the mountainous Kualoa Ranch, and watching in awe as surfers ride 30-foot waves on the North Shore.
SPW CreditsClient: Hawaii Visitors and Convention Bureau. Agency: MVNP, Honolulu. Jenni Katinskzy, Executive Producer; Tammy Uy, Creative Director; Walter Wanger, Creative Group Head; Mike Wagner, Associate Creative Director; Jacqueline Davey, Associate Creative Director; Laura Dornbush, Senior Account Executive; Debbie Tada, Management Supervisor. Production: STORY. Blair Hayes, director; Mark Androw and Cliff Grant, executive producers.
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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