The spot features NBA Miami Heat Champion Dwyane Wade and his sacred #3. "3" seems to be Dwayne Wade's lucky number with his 3rd NBA Championship, his signature #3 Miami Heat jersey, and his sinking of the NBA Championship game winning basket with 3 seconds remaining. The concept of the spot is to capture the drama and action of 3 seconds maintained consistently throughout a gripping 30-second spot. "We had to dominate the second," says TPSC Director Andrews Jenkins. "From Wade's moves on the court to the frozen 3 seconds of fan insanity. And as the director, it's that mysterious notion I wanted to visually capture in a way we haven't seen before." Andrews' futuristic vision, high key light and the use of unique and clever camera moves made for this stellar stop-action spot.
SPW CreditsAGENCY: SohoSquare; CLIENT: Li-Ning; PRODUCTION COMPANY: MiC Films (China); DIRECTOR: Andrews Jenkins; EXECUTIVE PRODUCER TPSC: John Noble; EXECUTIVE PRODUCER MiC: Chen Lee; DOP: Garry Waller; POST PRODUCTION: Technicolor (Beijing); AGENT: Francesca Matera, The Candy Agency
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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