The next generation of farmers is here. Agency Martin Williams’ latest work for client Syngenta captures the sense of purpose embodied by young ambition. Martin Williams partnered with Lucky 21 directing duo The Chartrands to craft a cinematic brand spot, a 60-second film centered on the heartland that features children as symbols of America’s next generation of farmers ushering growth and innovation from the pastoral landscape. Syngenta provides seeds for farmers, flower and vegetable growers, and makes products to protect those seeds, from planting all the way through harvest. It is the unseen backbone of the farm and the brand film unfolds with a tale of the land and those that cultivate it.
SPW CreditsAgency: Martin Williams
CEO/COO: Tom Moudry
Group Creative Director: Jeff Tresidder
Creative Director/Art Director: Toby Balai
Copywriter: Eric Schlauch
Account Director: Swapna Desai
Account Supervisor: RaeAnne Tracey
Project Manager: Liz Wingate
Director of Production: Stan Prinsen
Production Company: Lucky 21
Director: The Chartrands
EP: John Gilliland
Post: Chop Shop
Editor: Todd Johnson
Color: Nice Shoes
Colorist: Lez Rudge
Music: Massive Music
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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