Spotlighting the ultimate family vehicle for daily use and memory-making road trips, the Dad’s Precious Cargo campaign was developed by Culture Brands under the leadership of Eunique Jones Gibson, founder and chief creative officer. For the spot, the agency enlisted director Nate Edwards and production house Invisible Collective. On the partnership with Culture Brands, Edwards said, “There were no constraints on our creative vision. When you work with people who understand where you want to go and how to get there, it provides an ideal launch pad to create art that matters.”
SPW CreditsClient: Hyundai Motor America CMO: Angela Zepeda Director of Marketing: Kate Fabian Senior Group Manager, Experiential & Multicultural Marketing: Erik Thomas Manager, Multicultural: Daniel Maynez | Agency: Culture Brands CEO/Chief Creative Officer: Eunique Jones Gibson EP: Jessica Toscano Managing Director: Luis Gonzalez Account Executive: Breyanna Tripp Associate Producer: Sarah Hawkins General Manager: Ed Boyd | Production Company: Invisible Collective Director: Nate Edwards Managing Director/EP: Tracie Norfleet Line Producer: Teresa “Sparky” Pomeroy PM: Jennifer Beliard DP: Tobia Sempi PD: Christine Brandt Stylist: Mazhane Rima-Fleurima
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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