XYC, a directing duo at The Colony, has just completed an offbeat comedy spot for retail chain Lowes Foods’ “flaming hot deals”. Agency The Variable asked XYC to imagine a customer running past with deals so hot that his cart is literally on fire.
“To get the right impact, we had to really set the shopping cart on fire and do it practically,” said XYC. “Meanwhile the cast was directed not to react to the flames, but just to a shopper who had found a great deal at Lowes.”
Post-production was completed at The Colony’s VFX studio, Afterparty.
SPW CreditsClient: Lowes Food
Agency: The Variable
Chief Creative Officer: Joe Parrish
Associate Creative Director: David Jones
Senior Copywriter: Gary Bostwick
Agency Producer: Keith Rose
Production Company: XY Content
Directors: XYC @ The Colony
Producer: Kristina Siska
Producer: Peggie Porter
VFX: Afterparty
Executive Producer: Angela Bowen
Editor: Alex Markman
Lead Compositor: Fred Kim
Rotoscoping: Alejandro Monzon
Smoke Compositor: Nickolas Crist
Colorist: Jordan Lister
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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