ADVERTISING

CREEM Magazine

The return of Boy Howdy

Agency: fable.works

Description

CREEM’s infamous Boy Howdy! mascot returns in cartoon fever dream led by indie shop fable.works

Legendary magazine CREEM has reemerged this year as “CREEM Entertainment,” resurrecting the Detroit-born voice of rock ‘n’ roll made famous by legendary writers like Lester Bangs, Patti Smith, Cameron Crowe, Jaan Uhelszki, Dave Marsh, Lisa Robinson, and more. And with it, the return of their iconic rock mascot (drawn by R. Crumb), Boy Howdy!, who debuted on the second issue of CREEM in 1969 and graced the pages of almost every issue for 20 years.

Leading the brand launch creative is rising indie agency fable.works, who won the business after a pitch earlier this year. Dubbed “CREEM is Risen,” the 360 campaign is a balls-to-the-wall joyride capped by a fever dream-like cartoon following Boy Howdy!’s return from the clutches of death 33 years ago, aboard a headless bat, then a heaven-bound rocket ride on Lester Bangs himself.

Created in partnership with animation studio LOBO, original music and SFX by Human Worldwide, and title/editorial help from Uppercut Edit, the animation is more entertainment than ad, laden with bread crumbs that’ll keep fans watching and rewatching to test their rock ‘n’ roll chops.

This professional campaign titled 'The return of Boy Howdy' was published in United States in July, 2022. It was created for the brand: CREEM Magazine, by ad agency: fable.works. This Integrated medium campaign is related to the Media industry and contains 1 media asset. It was submitted 2 months ago.

Credits

Agency: fable.works
Co-Founder: Marcel Yunes
Co-Founder: Rick Williams

Animation: LOBO
Directors: Mateus de Paula Santos, Thiago Martins
Executive Producer: Luis Ribeiro
Art Director: Thiago Martins
Concept Art: Bruno Guma, Felipe Lopes, Sérgio Filho
Storyboard Artist: Thiago Martins
Head of Production: Clara Morelli
Producers: Rafael Passos, Pablo Zurita
Head of Post-Production: Marcelo Barbosa
Post-Production Supervision: Thiago Martins
Post-Production Producer: Melina Prior
Animation: Francis Viveiros, Gian Burani, Bruno Tedesco, Thiago Martins, Maurício Reis
Lighting & Render: Maurício Reis
Composition: Maurício Reis
After Effects: Maurício Reis

Music: Human
Executive Producer: James Dean Wells
Creative Lead: Morgan Visconti
“Southside” written and performed by Aquarius Void (Zach Shipps/Ross Westerbur/Mike Alonso)
Scoring to picture by Zach Shipps
 
Audio Post: Post Human
Sound Design and Mix: Daryl Pinsdorf
Post Producer: Rob Suchecki
 
Edit & Titles: Uppercut
Assistant Editor: Davi Angelo 
Producer: Lisa Sadek
HOP: Lisa Sadek
EP: Dez Macleod-Veilleux
MD: Lisa Houck
 
FINISHING HOUSE : Uppercut
After Effect/Grx: Maxime Benjamin, Inkyung Hur

Cavin's Milkshake

ADVERTISING

iStock Essentials

Neon light x shape

Artist: Abd Muid

iStock Essentials

old wooden bridge over the river

Artist: EVA-Stud

iStock Essentials

old wooden bridge over the river

Artist: EVA-Stud

iStock Essentials

old wooden bridge over the river

Artist: EVA-Stud

iStock Essentials

old wooden bridge over the river

Artist: EVA-Stud

iStock Essentials

old wooden bridge over the river

Artist: EVA-Stud

Limited-Time offer. Save 15% on everything with code 15AOTW.

Search iStock

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.