Spark NZ: What a Time to Be Into It!

Unlisted and the multitalented team at Scholar have joined forces to bring Spark NZ’s “What a Time to Be Into It” campaign to life—a visually ambitious series of 14 idents, each celebrating a different entertainment genre. Conceived by Colenso BBDO, the campaign highlights Spark’s enhanced mobile data offerings, empowering Kiwis to immerse themselves in their favorite digital content.

The campaign’s creative and production challenge lay in its sheer diversity—14 distinct animation and visual styles spanning anime, gaming, film and music. The Scholar team, led by director and founder Will Campbell, associate creative director Vin Kim, producer Mike Heil, and executive producer Antonio Hardy, tackled this with remarkable ingenuity.

“This was an extraordinary project, both in scope and execution,” said Michael Adamo, Executive Producer at Unlisted. “Each ident had to feel visually unique while maintaining a cohesive brand identity—something that required meticulous craft and a deep understanding of each genre. Scholar delivered across the board.”

Bringing such a vast range of styles to life required an unprecedented level of creative and logistical coordination. The team defined each cinematic world with humor and whimsy, finding the exact moment, action, or medium that made each iconic pop culture reference instantaneously recognizable. Scholar’s Vin Kim puts it best, “from CG to live action to cel animation, we create with whatever tools the story demands. The medium should serve the idea, not the other way around, and whether it’s a film camera, a mouse, or a paintbrush, our team used every method to make the best creative narrative possible.”

“This project required adaptability at every stage, from design to animation and final execution,” said Scholar producer Mike Heil. “We couldn’t have done it without the seamless collaboration between our team, Unlisted, and Colenso BBDO.”

The result is a campaign that celebrates not just Spark’s new mobile capabilities but the full spectrum of modern entertainment itself. The work is now live across TV, cinema, digital, social and out-of-home placements throughout New Zealand.

Client: Spark New Zealand
Agency: Colenso BBDO

watch the directors' edit of all of the idents