Believe Media Director Floria Sigismondi partnered with agency Technology, Humans and Taste [THAT] and Criteo to air the global tech leader’s first-ever campaign on Super Bowl Sunday. Criteo purposefully selected the biggest day in advertising to launch a conversation about the future of the internet—where data is king, but not at the expense of consumer choice, privacy or diversity of innovation due to the size of companies and creators.
The teams behind the spot were entirely female-led, including Sigismondi, actress Yinka Olofunnife and Criteo CEO Megan Clarken. The ad features a female protagonist faced with various dystopian and utopian future versions of herself. These versions symbolize Criteo’s work to build an ‘open internet’ where consumers are in control of what they discover, how companies can interact with their information, and how businesses and creators of all kinds can connect with them…beyond the giants.
SPW CreditsClient: Criteo
TITLE: “On the Open Internet, You Choose the Future”
Agency: THaT
Producer: Claire Clayton
EP: Andrew Runkle
CD/AD: Kirstin Roquemore
CD: Tiffany Appleton
Production Co: Believe Media
Director: Floria Sigismondi
EP: Liz Silver
Line Producer: Nicholas Wrathall
DP: Martin Ahlgren
Production Designer: Luca Merlini
Stylist: Pablo Patane
Editorial: Final Cut
Editor: Patrick Colman
Producer: Andrea Cantor
VFX Company: EDI
Producer: Giordana Daniotti
Telecine Company: Company 3
Producer: Alexandra Lubrano
Colorist: Tom Poole
Jenne Dixon
Contact via emailBoma | 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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