You can’t believe everything you hear, and in a new spot directed by Jeff Aron Lable of Superlounge, Sears sets out to prove that its selection of Serta mattresses is everything it’s cracked up to be. In the ad, a spokesman sings the store’s praises while hooked up to a “Lie Detector”. For added veracity, another man is hooked up to a machine, enabling him to offer confirmation that the spokesman is telling the truth. At the end of the table is another woman, on hand to back up the sincerity of the second man’s statement.
SPW CreditsClient: Serta/Sears
Spots Title(s): Lie Detector
First Air Date: February 22, 2016
Production Company/Location: Superlounge / LA
Director: Jeff Aron Lable
DP: Jeff Venditti
EP: Dave Farrell
Producer: Rick Cowan
Editorial Company/Location: The Underground
Editor: John Grosjean
Editorial EP: Chad Cooper
Telecine Company/Location: Cathel
Audio Post: Esther Nevarez
Shoot Location: Chicago
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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