Hollywood Sphere

For Hollywood Chewing Gum, the launch of the new Sphere packaging introduced a more playful and user-friendly way to enjoy the product. The challenge was to make this functional innovation culturally engaging and noticeable among a young audience. The strategy built on Hollywood’s “freshness of life” positioning and the idea that freshness can be socially magnetic. Under the claim “Beware of its power of attraction,” the campaign translated product benefit into human situations. Two humorous digital films portrayed everyday moments where the gum’s freshness triggered unexpected attraction, deliberately moving away from traditional TV advertising codes. The tone embraced lightness and self-aware humor to connect with a youth-driven audience. As Art Director & Copywriter, I developed the scripts and supervised the visual direction to ensure a coherent and entertaining brand expression.