5 Gum ARG

5 Gum needed to take a brand known for sensory exploration and turn it into something fans could actually live inside. The Human Preservation Project was an ARG built around a fictional bio-futuristic testing facility — and every pack of gum sold worldwide was an entry point into it.

Over 150 million unique codes on gum packaging gave fans access to the digital hub. My job was designing that hub and making it feel like a real hidden facility, not a marketing campaign.

I designed the visual and interactive UI and interactive elements of the experience using Cinema 4D the Adobe suite. I designed the HUB states, interactive puzzles, and game visuals. I created motion graphics and composited elements for online videos. I designed the magazine ads and web banners that connected the physical packaging to the digital world. I developed interactive kiosks for live events with the team including Bonnaroo, where Iceflies rained down on crowds to drive fans back to the game.

Every touchpoint had to feel like it came from inside the facility. Consistent, immersive, and real enough to believe.

9.3 million fans participated in piecing the narrative together. Wrigley's CMO called it a true capture of the brand's nature.