Timberland’s new brand spot marks the reunion of agency YARD with director Paul Minor and Lucky Post editor Logan Hefflefinger. The launch of the Made For The Modern Trail campaign is a sun-streaked slice of visual momentum and inspired productivity, which is driven by Jamie N. Commons infectious blues-rock song Marathon and features cameos by the popular performer as well as his producer Alex Da Kid.
SPW CreditsAgency: Yard NYC
Producer: Jennifer Carter Campbell
AD: Stephen Neidzwiecki
Production Company: Logan
Director: Paul Minor
Edit & Postproduction: Lucky Post
Editor: Logan Hefflefinger
Producer: Jessica Berry
Assistant Editor: John Valle
Finish: Tim Nagle
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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