It’s Undefined Creative with the assist! The NYC-based creative agency launched a motion design campaign that is helping the National Hockey League (NHL) score big with its new statistical analysis platform, derived from its relationship with SAP. Undefined Creative delivered 19 different animations designed to leverage SAP® Predictive Analytics software. SAP Predictive Analytics allows fans, broadcasters and media around the world to analyze official League, team and player statistics via a more comprehensive, interactive and personalized interface.
Undefined Creative’s campaign elements leveraging SAP software can be seen on the NHL’s website, Facebook and Twitter accounts, as well as on NHL LIVE on the NHL Network.To date, the Stanley Cup Final Preview video alone has generated more than 2.2 million Facebook impressions and more than 285,000 Twitter impressions.
SPW CreditsNHL
Director, Digital Business Development – Chris Foster
Coordinating Director, NHL Studios – Russell Siberine
Vice President, NHL.com Design – John Pacino
Senior Producer, NHL Studios – Lyndsey Read
Segment Producer, NHL Studios – Matthew Sitkoff
Manager, Assignments, NHL.com Website Editorial – Corey Masisak
Technical Producer, NHL Studios – Kyle Liggon
Data Scientist, SAP – Eric Blabac
Undefined Creative
Creative Director – Maria Rapetskaya
Executive Producer – Cathy Humphrey
Lead Animator – Amber Kusmenko
Sound Design – Mark Hastings, Post-Op Media, and Lee Umphred, Media2
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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