5 GUM
MASTERPIECES
Sabre Award Winner
The Campaign.
The 5 Gum Masterpieces platform consistently redefined sensory branding through a series of bold, music-focused creative partnerships. This campaign journey began by capturing the raw, rebellious energy of Yungblud before evolving to highlight the precise, rapid-fire lyricism of JID. The momentum accelerated with Zedd, where electronic soundscapes pushed the boundaries of sensory-driven marketing, eventually culminating in the global, high-energy pop fusion of Katseye. Each phase of the initiative successfully translated unique musical styles into visceral, brand-aligned experiences that resonated deeply with a diverse audience. This progression demonstrated a commitment to artistic authenticity, ensuring that every collaboration amplified the brand identity while maintaining a distinct, high-impact aesthetic.
Managed the production budget during the pre-production phase for the entire 4 years of 5 Gum Masterpieces platform. Directed on-set and post-production efforts, focusing on the development of social media campaign creative and teaser content.
Oversaw internal associate engagement throughout the project lifecycle to ensure organizational alignment with the creative vision. Resulted in a cohesive suite of assets that amplified the brand's music-focused narrative across all channels.