KEISHA JORDAN | ACD ART DIRECTOR
inspired creative soul
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EXTRA GUM FOCUS

As consumers are increasingly conscientious about health and wellness, the definition of the phrase has evolved. It no longer simply refers to a lack of illness, but a more holistic state of being where the mental, physical and emotional states are synchronized. Our goal was to communicate the focus/concentration benefits of gum to ascend our brand to the top of their list as a Health & Wellness item. We created lifestyle images of young adults engaged in focus-required activities—studying, gaming, working out—all while chewing Extra Gum.