agency: Energy BBDO Chicago
creative director: Leon Wilson
art director: Robert Fraze
agency producers: Liz Miller-Gershfeld & Jackie Lapides
Pull apart CGI tech drawing jobs seem to be all the rage. Orbit Grab & Go is a great example of this genre. The brief demanded a tongue-in-cheek visual, accompanied by suitably tongue-in-cheek copy extolling the virtues of the pack, like the fact that it's air resistant! Cute!
Throughout the job EA experimented with various layouts, but eventually settled on one that was more organised so that the viewer could mentally construct or deconstruct the arrangement of the packs of gum.