The “Focus on You” campaign for Extra Gum is an out-of-home advertising concept designed to promote mental clarity and emotional well-being for Gen Z audiences. Centered around transit advertising and immersive experiences, the campaign transforms subway stations, bus stops, and direct mail into moments of calm within chaotic city life. Bold typography and Extra’s signature blue color create a consistent visual identity, while playful gum-brain mascots encourage interaction and shareable moments across social media.
Featured in AIGA Philadelphia's Locally Sourced 04↗ (2026)
Gold Student ADDY in Cross Platform Consumer Campaign↗ (2026)
Advertising, Branding, 360 Campaign
Summer Doll-Myers
Photoshop
Illustrator
After Effects
Procreate
The campaign launches with a subway takeover and bus stop installations featuring triptych posters, train wraps, and pillar ads. The gum mascots appear across each placement, creating playful, interactive moments throughout the transit environment.
To deepen engagement, the campaign includes a direct mail activation—the Extra Focus Box—featuring a weighted plush mascot and an interactive gum wrapper photo filter, blending physical and digital experiences. Every touchpoint is designed with user experience in mind, giving young commuters quick, tactile, and playful ways to recenter in their day.
As a final part of the campaign, a social media animation was created to encourage further audience engagement while playing off popular meme culture and internet humor at the time.
Early ideas focused on expanding the Extra branding while introducing playful humor that encouraged engagement beyond traditional means, leading to the surreal combination of the gum and brain characters.
