To launch a new gum for Trident we decided to lighten up the mood and made a series of matter of fact print ads and a silly TV spot. This campaign struck an all too familiar nerve in a very serious year that was dominated by really serious news of a seriously down recession economy.

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RESPONSIBILITIES // ART DIRECTION / CONCEPT DEVELOPMENT / DESIGN












Viral - Improv Everywhere also got in on the action by orchestrating a Grocery Store Musical.