TRIDENT PRE-GAME CHEW

Pre-Game Chew is a campaign for Trident based on the insight that chewing gum helps improve focus. Our agency worked with music producer sam i. to create a “focus” track composed to Lakers player Kyle Kuzma’s chewing rhythm, which can be streamed on Spotify to help you get into your zone. As a campaign with a GenZ target, we designed this in a very contemporary graphic design style.

The cornerstone of the design is a custom display typeface and lettering made specifically for this campaign. The type is tall and condensed with chiseled corners, inspired by basketball jersey numerals and sticks of Trident gum. The style of this type brings the campaign an effortlessly cool sports vibe, which we further tied to Trident’s product by stretching our type like pulled gum.

This project is a Silver winning project in the Typography Category at the Latin American Design Awards 2022 with an International jury like Guille Vizzari from YaniGuille&Co. (Argentina), Verònica Fuerte from Hey Studio (Barcelona), Nubia Navarro from her own studio Nubikini base on Colombia but her heart from Venezuela, and Lais Ikoma from Polar, Ltda. (Brazil).

Client—Trident, Kyle Kuzma
Year—2021
Agency—360i
CCO—Menno Kluin
ECD—Devon Hong
Creative Director—Ilana Wolstein
Design Director—Brian Gartside
Senior Designer—Sophia Del Plato
Designer—Luis Valencia
Directed—Lauren Sick