Debuting during the Super Bowl, the McDonald’s spot Good Morning is an artful celebration of the early hours of the day. Directed with understated charm by STORY’s Blair Hayes, the spot spans sunset to sunrise with a series of loosely linked vignettes of people traveling home from work, staring up at the stars, dancing, playing games and snoozing. While subtly promoting McDonald’s All Day Breakfast, the imagery exudes optimism and the poetry of daily life. The spot broke just before kick-off.
SPW CreditsClient: McDonald's.
Joel Yashinsky, VP/Brand & Marketing Content; Mark Carlson, Sr. Director/Creative Content; Leslie TrueLove, Director Brand Marketing Content; Ivonne Loza, Manager Brand & Marketing; Barbara Fitzgerald, Director Creative Agency Management; Linda Zufall, Production Operations/Technical Advisor; Maddie Ramirez and Todd Dressel, Technical Advisors.
Agency: Leo Burnett.
John Hansa, EVP/Creative Director; Tony Katalinic, SVP/Creative Director; Denis Giroux, DVP/Executive Producer; Beth Dolnick, Senior Producer; Linda Yuen, St. Talent Manager; Shirley Costa, Sr. Business Manager; Josh Raper, SVR/Account Director; Jenn Klopf, VP/Account Director; Kris Kaizer, Assistant Account Executive.
Production: STORY.
Blair Hayes, Director/Cameraman; Mark Androw and Cliff Grant, Executive Producers; Mary Ann Dezulskis, Producer; Mary Langenfeld, Head of Production.
Edit: Cutters.
Jacob Kuehl, Editor; Patrick Casey, Producer.
Music: Comma Music.
Bryan Rhuede, Composer; Bonny Dolan, Executive Producer.
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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