The Mission has finished a new campaign for Puma Run, featuring Usain Bolt. In the :60, the camera tracks to find him on an moody stretch of seaside road in his native Kingston. As he transitions from walk, to jog, to blazing-fast run, something unexpected begins to happen when his pace hits its peak: with each of his foot strikes, the tread of his shoe starts to ignite the gravel beneath it in flinty bursts of spark and gas. Collaborating with JWT creatives (Twist/Warzin) and director Omri Cohen (Anonymous Content), The Mission's Creative Director, Rob Trent, was able to oversee the project from beginning to end.
SPW CreditsAGENCY: JWT
Chief Creative Officer: Matt Eastwood
Executive Creatvie Director: Jon Zast
Executive Creative Director: Andy Carrigan
Creative Director: Taylor Twist
Creative Director: Mike Warzin
Head Of Production: Lisa Setten
Senior Producer: Kim Edwards
Music Producer: Paul Greco
PRODUCTION COMPANY: Anonymous Content
Director: Omri Cohen
Managing Director: Eric Stern
EDITORIAL : Rock Paper Scissors NY
Editor: Dan DeWinter
Executive Producer: Eve Kornblum
VFX COMPANY: The Mission
Creative Director: Rob Trent
Managing Director: Michael Pardee
VFX Producer: Ryan Meredith
Animation Director: Piotr Karwas
VFX Coordinator: Kristina Thoegersen
END TAG: Haymaker VFX
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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