It doesn’t matter if you’re a tied up bank guard, an EMT performing the Heimlich maneuver on a choking diner or even a medieval knight, there are no excuses for not snapping into a Slim Jim — that’s the concept behind the hilarious new multi-platform campaign directed by John Grammatico of production company Spears & Arrows for the popular beef jerky snacks via agency Match MG, Chicago.
Three :15 spots just began airing nationally, with a robust online/social media campaign, as well as cinema spots, to roll out in coming weeks.
“Comedy is one of the most challenging of all advertising genres, and Slim Jim sets the bar high,” Jason Wolk, Spears & Arrows Founder and Executive Producer, says. “Fortunately John is a natural with comedy, as evidenced by not just the three TV spots, but the social media components he collaborated on extensively with the agency. I give credit to the client and their agencies for continuing to work only with the most developed comedy directors. Preceding John, Slim Jim worked with The Perlorian Brothers and Harold Einstein.”
SPW CreditsClient: Slim Jim
Project: “Bank Teller,” “Heimlich,” “Long Trip” (all :15s)
Agency: Match MG, Chicago, IL
Creative Director: Dave Wasserman
Creatives: Lauren Hystead, Lauren Swago
Producer: Carrie Lewis
Production: Spears & Arrows, Los Angeles, CA
Director John Grammatico
Executive Producer: Jason Wolk
DP: Luca Fantini
Producer: Peter Oad
Assistant Director: Keith Giebrescht
Casting: Jigsaw Casting, Toronto, ON
Casting Director: Shasta Lutz
Editorial: Cutters, Chicago, IL
Editor: Grant Gustafson
Visual Effects: The Mill, Chicago, IL
VFX Supervisor: Udesh Chetty
Post Production/Color Correction: The Mill, Chicago, IL
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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