Is food a drug? This brilliantly hard hitting spot for Weight Watchers makes the case and let's the viewer know that there is help. But not before it bombards the audience with an artful flurry of tempting, familiar images of the things they shouldn't eat. The distinctive voice of Breaking Bad's Aaron Paul delivers a candy-coated pitch, pushing the behavior at the same time it excuses it.
Sam Brown (Imperial Woodpecker) directed and Joint Editorial cut the spot. The Mission performed all finishing for the piece, including vfx compositing, graphics, and secondary grading.
SPW CreditsAGENCY: Wieden + Kennedy
Creative Director: Michael Tabtabal
Creative Director: Jason Kreher
Art Director: Robbie Rane
Copywriter: Ansel Wallenfang
Producer: Hayley Goggin
Business Manager: Amber Lavender
Account Director: Brett Corrick
Management Supervisor: Kyleen Caley
Account Supervisor: Hanna Nesper Newell
Account Executive: Nick Larkin
PRODUCTION COMPANY: Imperial Woodpecker LA
Director: Sam Brown
Executive Producer: Doug Halbert
Executive Producer: Charlie Cocuzza
Producer: Laura Miller
EDITORIAL COMPANY: Joint
Editor: Katie Turinski
Assistant Editor: Kristy Faris
Producer: Lauren Pullano
VFX Producer: Alex Thiesen
VFX COMPANY: The Mission
Creative Director: Rob Trent
Flame Artist: Chris Moore
Flame Artist: Trent Shumway
Managing Director: Michael Pardee
VFX Producer: Diana Cheng
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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