THE CHALLENGE: 
5Gum sales year over year were declining so they decided to get into e-gaming sponsorship. Their only challenge? They didn’t know how to be effective in this insanely critical, super fickle space.

Our task was to find a better way for brand interaction and product demo that was in line with what 5Gum’s brand stood for. 

MY ROLE: 
I had to navigate the original relationship between the existing AOR and Momentum (experiential executors) in a way that now showcased that we could put forth creative ideation rather than just production. In the end, the client ended up going with our idea, and the AOR eventually dropped from the project. Also, the budget for this was only about 100k in production, so we had to make sure our idea was memorable.