Health stigma hurts. That’s the simple yet powerful message delivered in the animated PSA for The Simon Foundation entitled “Rude2Respect,” animated by Calabash, in conjunction with the creative design studio Group Chicago. The video can be seen on YouTube, as well as at Rude2Respect.org, affiliated social media channels and as part of various educational and marketing initiatives as the campaign evolves.
Wayne Brejcha, Calabash Creative Director says: “We also didn’t want to overly complicate it with a lot of crazy camera moves roller-coastering through the space or rotating around the characters. We constrained it to feel a little like two-and-a- half dimensions – 2D characters, but with the lighting and textures and additional physical feel you expect with 3D animation.”
SPW CreditsClient: The Simon Foundation
Project: “Rude2Respect”
Agency/Design: Group Chicago, Chicago, IL
Founder/Creative Director Kurt Meinecke
Creative Director: Barbara Lynk,
Animation: Calabash, Chicago, IL
Creative Director: Wayne Brejcha
Executive Producer: Sean Henry
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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