To let football fans know that “NFL Sunday Ticket” is moving to YouTube and YouTube TV, the online and streaming video platforms chose the perfect time to run a humorous comedy promo spot: right before the kickoff of Super Bowl 57. In “Football Cat,” a thirty-second ad created by YouTube Creative Studio, the drumbeat of the familiar theme from NFL’s Thursday night coverage comes on as viewers are treated to a throwback to one of YouTube’s earliest viral hits, “Keyboard Cat.” First posted to the site in 2007 although initially created back in 1984, “Keyboard Cat” has been viewed over 70 million times and unleashed an entire generation of cat videos and memes across the internet since it was first posted. The music track used for “Football Cat” was extensively remixed at Alt_Mix, the startup audio post and sound design studio launched last year by veteran Senior Mixer and Creative Director Cory Melious. He also recorded a short voiceover that was integrated into a cheering crowd effect that factors into the spot’s crescendo and created additional sound design elements for the spot. Alt_Mix delivered a full 5.1 final mix for broadcast and streaming.
SPW CreditsClient: YouTube | Agency: YouTube Creative Studio Christian Haas - ECD, Christine Lindemann - Director, Creative Production, Libby Dunn - Creative Business Lead, Justin Pedone - Creative Lead, Dustin Blouse - Creative/Art Director, Sonia Pandya - Integrated Producer, Matthew Kalish - Editor | Online Finishing - the Mill | Audio Mix: Alt_Mix | Mixer/Sound Designer: Cory Melious
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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