Motion Theory director Mathew Cullen was recently enlisted by global marketing and technology agency DigitasLBi to direct a new spot, "Factory" for Maytag Brand that includes some of the company's actual factories and employees.
SPW CreditsClient: Maytag:
President, North America: Joseph Liotine
VP of NAR Brand Marketing: William Beck
Sr. Brand Manager, Maytag: Brendan Bosch
Brand Manager, Maytag: Allison Gillespie
Maytag Man: Actor: Colin Ferguson
Creative Agency: DigitasLBi
Chief Creative Officer: Ronald Ng
EVP, Executive Creative Director: Morgan Carroll
SVP Creative Director: Michael Frease
SVP, Planning Lead: Behavior Strategy & Brand Planning: Jennifer Striegel
EVP, Group Account Director: Chris Reed
VP Creative Director: Jeremy Bacharach
VP Creative Director: Louie Calvano
VP, Account Director: Kelly Barnard
VP, Executive Producer: Greg Lederer
Senior Copywriter: Andy Masur
Account Manager: Bridget Cahill
Account Executive: Nicole Nemerovski
Production Company: MotionTheory
Director: Mathew Cullen
Co-Founder/Executive Producer: Javier Jimenez
DP: Ernesto Lomeli
Producer: Rob Newman
Executive Producer: Ben Leiser
Post Production Company: Mirada
President: John Fragomeni
Head of Production: Sascha M Flick
Creative Director: Jonathan Wu
Art Director: Jing Zheng
VFX Supervisor: Zach Tucker
Producer: Andrin Mele-Shadwick
Coordinator: Joshua Fischer, Kate DeCrosta
Editor: Fred Fouquet
Smoke Artist: John Polyson
Compositors: Mark Robben, Sean Cox, Dave Damant, Eddie Gutierrez
Modeler: Edwin Chiu
Trackers: Jared Sanders, Patricio Harris, Michael Maker
Design: Justin Fields, Janice Ahn
Lighting Lead: Brandon Thomas
Lighting: David Hyatt
FX: Kevin Gillen
Matte Painter: Jim Hawkins
Previz: Parker Sellers, Sammy Wong
Flame: Miles Kinghorn
Audio Particle Audio (Chicago)
Engineer: Katy Mindeman
Executive Producer: Laura Feeney
Associate Producer: Becca Sita
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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