Lobulo - Lobulo was approached by the good people at Tool of North America, SS&K and the New Venture Fund (yeah, a lot of chefs!) and asked to develop a series of paper-craft scenes for a campaign entitled “Hamburger Hummus”. The goal of the Hamburger Hummus campaign is to "foster broader awareness of the people and culture of Israel”, particularly to Americans. The New Venture Fund wanted to highlight the cultural, religious and commercial diversity of Israel and portray it as a desirable destination for tourists and business investors alike. In order to get that message across, the SS&K team came up wih the idea of developing a comedy series set in Israel. They brought in director Jay Kara (Workaholics’) and a hilarious cast that includes Angela Kinsey (The Office), Jillian Bell (Workaholics, 22 Jump Street) and Marque Richardson (Dear White People) and produced a seven-part web series that follows a fictional group of American bloggers attending a conference in Tel Aviv.
Tool of North America was tasked with building a website to house all these webisodes, and they in turn asked Lobulo to design the backgrounds of the website, and the brand identity of the Hamburger Hummus campaign. The task was to create seven separate scenes the communicated various aspects of modern Israeli life: Religious diversity, sustainability, start-up friendly, medical innovation, LGBGT freedom, bustling cities, and vibrant nightlife.
After much deliberation, we determined that the best way to achieve the hand-crafted look and digital experience everyone was hoping for was to capture everything in camera, in one long take. Lobulo brought in his close collaborator Sebastian Baptista, and together they designed each scene in 3D first, before building a 100ft stage and cutting out each prop from craft paper and plywood. They used a motion control rig to film the entire stage from beginning to end, with smooth transitions between each scene and a carefully designed loop.
As is so often the case, the simplest look can be the most complicated to produce. Take a look at the behind the-scenes film to see how this project came to life.
Making of:
Hamburger Hummus BTS
