Created via McCann Tech, directed by KNUCKLEHEAD’s Rob Leggatt, and edited by Chris Walker of Marshall Street Editors, “Small Balls Big Game” will mark the Super Bowl debut of Papaya Global, the lone Israeli tech firm participating in this year’s broadcast.
The ad features a duplicating CFO lobbing multiple self-powered ping-pong balls to highlight Papaya’s AI-powered platform. ‘Billions’ DoP Jake Polonsky shot the mind-bending spot, which features VFX from OkayStudio.
The message is clear: other technologies do not meet CFOs’ needs, but Papaya Global automates workforce payments and payroll, delivering the output of multiple CFOs.
CreditsClient: Papaya Global
Agency: McCann Tech
Agency VP Creative: Alon Dom Kiczales, Agency VP Clients: Shani Goldstein Goldman, Agency Producer: Rina Gluckman
Production Company: Knucklehead
Director: Rob Leggatt, Exec Producer: Tim Katz, Producer: Pollyanna Boyles, DOP: Jake Polonsky
Editorial Company: Marshall Street Editors
Editor: Chris Walker (represented in the US by Union Editorial)
Jiminy Creative: Kobi Hoffman
Post Production: Okay Studio
Sound Design & Mix: Machine Sound
Music Composer: Tomer Biran
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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