“Share the Road” opens with the 2011 Kia Sportage careening through unpaved roads of dirt and mud, artfully handling even the most intricate turns and maneuvers to the pounding vintage garage band track “Shot Down” by The Sonics. As voiceover promises “enough innovation to make you feel safe and spoiled,” the sleek S.U.V. transfers to paved city streets. We cut to the driver inside effortlessly handling the powerful vehicle while the voiceover assures us that the Sportage is “perfectly capable of owning any road…” Just then, several bicyclists pull alongside the vehicle, revealing that they are filming the footage, as the voiceover adds: “But we prefer to share it.” As we pull out to a wide shot of the Sportage riding away down a city street, surrounded by bicyclists, the voiceover concludes, “Sharing: that’s how we can all drive change,” before resolving in the Kia logo and web address for their “Change” campaign.
SPW CreditsClient: KIA; Title: "Share the Road" :30; Production Company: Rabbit at Radke, Toronto/NY; Director: +jacksonkarinja; EPs: Miriana DiQuinzio, Joby Barnhart; Producer: Gillian Marr; Agency: David & Goliath Canada, Inc.; Creative Director: Israel Diaz; Copywriters: Dave Barber, Greg Buri, Abeer Verma; Producer: Brie Gowans; Art Directors: Basil Cowieson, Mike LoNam; Editorial: Bijou Editorial, Toronto, ON; Editor: Ross Birchall
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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