5 Gum by Saddington Baynes
With its slick packaging and innovative flavours, 5 Gum continues to gain momentum in the sugarless-gum category. We partnered with Energy BBDO in Chicago to create this visual extravaganza for FMCG brand, Wrigley’s.
We organised a photo-shoot in our London studio to capture detailed images of an iris. This formed the basis of our artwork, upon which we would be designing and building fully CGI characters, living within the muscle fibres of the iris to help open the pupil as the ‘senses are heightened’ and the eye focused.
We originally explored a number of different characters, each with their own unique styling. The chosen character went through several iterations including the detailing of the helmet to the stance of the character.