As a creative lead on the pitch that won the GUM Soft-Picks business, I helped develop “Good to Go with GUM,” a campaign built around the idea that from popcorn to spinach to stubborn plaque, everyone needs a little help getting between their teeth and getting back to their plans. We tapped into influencer culture and wellness trends to create short-form videos showing everyday moments where GUM Soft-Picks are the must-have accessory. The work helped turn a simple product into an essential part of daily routines.
:15 OLV: "Healthy Gums ASMR"
:15 OLV: "Food Prep"
IG Story: "Reps"
IG Story: "Clean Slate"
Food-In-Teeth Animations
We created a graphic mouth and a set of original food emojis to show “food in your teeth” moments on social — without actually putting real food in anyone’s teeth (eww).
We created a graphic mouth and a set of original food emojis to show “food in your teeth” moments on social — without actually putting real food in anyone’s teeth (eww).
In-Feed: "Burger Between Teeth"
Buzzfeed Branded Content
We partnered with Buzzfeed to create videos and listicles, including “Worst Things Used to Get Stuff Out of Teeth,” tapping into humor and shareable content to show how GUM Soft-Picks make life easier.
We partnered with Buzzfeed to create videos and listicles, including “Worst Things Used to Get Stuff Out of Teeth,” tapping into humor and shareable content to show how GUM Soft-Picks make life easier.
Client Sunstar GUM
Director Zeke Anders
ECD Anita Salomon
CD Adam Burkett
AD Chelsea Robinson
CW MJ Higgins
Producer Matt Caruana
