Undefined Creative was recently tapped by the NHL on an ad campaign that uses 3D animation and a dose of ingenuity to bring DraftKings fantasy hockey gaming to life. The goal behind the design-driven spots was to introduce NHL fans to the DraftKings alliance and its exciting game play experience while highlighting some of the exclusive NHL sweepstakes events DraftKings gamers have the chance to enter and win.
The New York-based design shop needed to simulate DraftKings’ fantasy game playing experience in a much more exciting way than providing a screen-by-screen tutorial. So, to give the campaign its ‘hook,’ Undefined Creative designed 3D avatars, each representing a fantasy team’s player position. Then, combining techniques, they added a fun visual allusion to the selection process.
Undefined Creative delivered five different campaign elements now airing throughout the US and Canada on NHL Network and NHL.com and its digital platforms.
SPW CreditsNHL
Kyle Liggon, NHL Producer
Tom Schiller, NHL Producer
Undefined Creative
Maria Rapetskaya, Creative Director
Cathy Humphrey, Executive Producer
Jesse Roff, 3D Animation
Cynthia Beauclair, 2D Animation
Ricardo Barros, 2D Animation
Hobo Audio Company
Diego Jimenez, Audio Engineer
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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