5Gum - stimulate your senses
The creative idea was to treat a gum commercial with the same seriousness and ambition as a sci-fi film trailer.
Instead of advertising gum, we wanted to build cinematic moments that feel intense, immersive, and visually overcommitted in a way you would never expect from the category.
Building on the iconic Stimulate Your Senses campaign, we reignite the world of 5 Gum for a new generation shaped by overstimulation and brain rot. Our approach was to fully lean into the weirdness, pushing every aspect of the films to feel overly designed and overly serious, until that intensity tips into something absurd, ridiculous, and slightly uncomfortable.
type
Commerical
year
2025
Credits
Creative Studio: Hornet
Director: Jay Asavabenya & Jin Jindawitchu
Art Director: Justin Burks
Storyboards: Sami Healy, Alisha Liu
Designers: Justin Burks, Jay Asavabenya, Jim Rhode, Ayan Nag
Head of CG: Pakorn Bupphavesa
CG Leads: Patrick Porter, Christina Ku
CG Supervisors: Richard Kim, Pidok Moomuensri
VFX Supervisors: Tatchapon Lertwirojkul, Prin Nimmannitya, Adam Abdularee
Executive Producer: Jo Arghiris
Senior Producer: Greg Behrens
Producers: Kaewkalaya Emphandhu, Ravikan Tatiyasuk
Sound Design & Mix Vapor Music
Ascent launches its hero into a chaotic multidimensional slipstream, blasting them through layers of frozen worlds like a flavor induced glitch in reality.
In Rain, a lone traveler crosses a vast desert and is suddenly abducted by what looks like an alien spacecraft, only to realize the twist: he has been inside an alien watering jug the entire time.
Prism turns a single chew into total overkill, exploding into a hyper accelerated timeline where entire watermelon civilizations rise, evolve, and collapse in seconds.
In Cobalt, the experience turns inward and physical, as the character’s skin violently evaporates into icy mist, revealing a crystalline skeleton underneath.
behind the scene