EXTRA GUM FOCUS

Blending artistry, wellness, and storytelling, the Extra Gum Focus campaign redefined gum as a lifestyle essential for a new generation of mindful consumers. Designed with a bold mix of realism and illustrated fantasy, each POS execution fused dynamic photography with comic-style backgrounds to symbolize the power of focus in everyday life.

As Creative Director, I led the development of three lifestyle scenes, students studying, gamers in the zone, and fitness enthusiasts training, each brought to life through layered production design, high-energy color palettes, and mixed-media composition. The campaign’s key message, “Gum can’t give you superpowers, but it can help you focus,” resonated across audiences by positioning Extra, Orbit, and 5 Gum within the modern health and wellness space while celebrating creativity and individuality.