Top Nexus directing talent RGB6 have created a beautiful upbeat spot for Wieden + Kennedy Portland and the new Target back-to-school range. Using the simple tale of little girl triplets returning to school, the film is nevertheless visually complex and a great example of RGB6’s expert art direction. Filmed on 35mm, the desaturated environments better highlight the bright signature colours that identify each triplet – blue, pink and yellow. From the monochrome of the opening scene, as the three little girls are dropped off at school in identical shirts and pinafores, RGB6 reveal their developing characters and how Target caters for all their various needs and interests, filling the screen with colours and and a dazzling array of Target products. The spot sees the girls speed through a whole school year in just one day, using constant movement and strict sequencing in the live action, with each triplet appearing in the same order in every shot as their clothes and activities change to match the seasons changing in the background. From Autumn through to Spring, RGB6 use bold and graphic camera angles to showcase the Target back-to-school range which has everything kids need all year through. RGB6 add, “The very first thing we did, before even thinking about casting, was naming the three triplet and write a backstory for each one of them. This made the process of making this film so much easier, knowing who they were and what they would become through their respective metamorphos in the film. They all became unique indivuduals and instead of talking about girl number one, two and three during the pre producion and shoot, every one refered to them as Elisabeth, Emily and Ella, which felt quite nice. Also, spending time on and off shoot with the triplets was a pleasure. Dispate their age they were among the best actors we´ve worked with! When the shoot was over, we could actually almost tell who was who too!”
SPW CreditsClient: Target; Title: Triplets; Length: 1 x 30”; Agency: Wieden & Kennedy Portland; Creative Directors: M. Taylor, R. Thompson; Creative Team: Jennie Hayes, Max Erdenberger; Agency Producer: Shelley Eisner; Production Company: Nexus Productions; Director: RBG6; Executive Producers: Cedric Gairard, Julia Parfitt; Producer: Tracey Cooper; Director of Photography: Nicole Whitaker; Editor: Biff Butler @ Rock, Paper, Scissors; Grade: Dave Hussey @ CO3; Post Production: A52; Music: Free To Be You and Me – Marlo Thomas
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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