Myprotein, the world’s largest online consumer sports nutrition brand, hired indie creative agency Troup to develop an awareness campaign to introduce active Gen Zers in the U.S. to Whey Forward: a ready-to-mix product that easily dissolves into liquids with the taste and texture of traditional dairy.
The animated 30-second Whey Forward spot is product focused and communicates unique benefits and production techniques. The powder, a first of its kind, was formulated by Perfect Day, a food-innovation firm dedicated to producing creamy, delicious, sustainable dairy that is completely animal-free. In the creative, it’s referred to as “Animal-free. Power-full.” The powder uses fermentation of microflora to produce whey that’s neither animal- nor lactose-based. It also contains no soy, hormones or sugar.
The animation was created by Troup production partner Panic using a technique called flat design. The work will run on paid social, YouTube, and video on demand.
SPW CreditsAgency: Troup Chief Creative Officer: Matt Dimmer Chief Design Officer: David Whaite Executive Creative Director: Chris Sadlier Client: THG / MYPROTEIN Pallav Tamaskar - EVP & Managing Director Ian Roden - Associate Brand Manager Gregory Pressoir - Head of Innovation & Brand Partnerships Alex Whitfield - Senior Category Manager Animation: Panic Studio / SNYDER NYC Editorial & Sound: What's For Lunch Media
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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