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The Brief
Working with Born Social, the brief was to create a distinct set of animation assets for Wrigley Extra’s "Moments in Motion" campaign. The assets were to be used across social media and to be reworked as an accompanying Snapchat filter. The client explicitly requested a "weird, wonderful, and zany" aesthetic that felt "very cool".
My role was to produce high-fidelity 3D mock-ups and animations that landed this new identity, balancing the brand's "fearless optimist" tone with the relaxing nature of the product.
Chew Font for Extra
(02)
The Story
The "Chew You Good" campaign was designed to recruit new chewers globally by building a more value-led and emotive meaning for the brand. Moving beyond the functional category norms, the narrative focuses on wellbeing as a key driver, positioning the product as a tool for mental "recentring". To appeal to a Gen Z audience, the creative approach needed to be "refreshingly unconventional". The campaign uses humour and bold visuals to disrupt traditional wellbeing content, encouraging users to reclaim intentional moments of calm in a chaotic world.
(03)
The Concept
To bring the "Chew You Good" ethos to life, I utilised 3D animation to tap into the trend of visual ASMR, designed to produce "brain tingles". The concept, titled "Moments in Motion," featured the gum tab twisting, bulging, and distorting in satisfying loops. These animations transformed the physical act of chewing into a mesmerising digital experience, using soft physics to visually represent the feeling of unwinding.
