Bully Pictures’ director Fredrik Callinggard captured dramatic images of foundry workers pouring hot, molten metal into giant castings for a spot promoting Smirnoff and its People’s Choice event occurring this month in Las Vegas. Conceived by JWT, New York, the spot shows workers melting trophies awarded to Smirnoff by vodka “experts,” and recasting them into the words for “The People’s Challenge.” The Las Vegas event will pit Smirnoff in a taste test against the world’s most expensive vodkas.
SPW CreditsClient: Smirnoff; Agency: JWT New York; Matt MacDonald, creative director; Michael Ashley, art director; Greg Tharp, senior broadcast producer; Amy Frisch, account director; Sarah Armstrong, account executive; Production: Bully Pictures Los Angeles; Fredrik Callinggard, director; Jason Forest, executive producer; Mads Norfeldt Marstrand, producer; Edit: Final Cut New York; Post: Nice Shoes New York
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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