To rally fans behind the annual vote-driven player selection for its 2015 NHL® All-Star Weekend, the National Hockey League (NHL) called on Undefined Creative (UC) for a large-scale international promo campaign. UC, which bid and won the 2015 NHL All-Star Fan Vote™ presented by SiriusXM project for the third time, was tasked to develop the campaign around the theme, "It's Your Choice." The goal was to play up the fans' power to truly control who makes the cut while driving them to the voting microsite, www.NHL.com/vote, in a powerful call to action. With a tight timeline and extensive deliverables to translate across cultures and languages, UC produced 30 and 15-second master spots in English and French, from which international versions were developed. A simple "canned" project file enabled local markets to adapt footage without losing the spot's aesthetic integrity and complexity.
SPW CreditsNHL
Josh Dubin, Producer
Tim O'Brien, Producer
Lindsay Grant, Producer
Undefined Creative
Maria Rapetskaya, Creative Director and 2D/3D Animation
Cathy Humphrey, Executive Producer
Jesse Roff, 3D Animation
Hobo Audio Company
Diego Jimenez, Audio Engineer
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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