The Brief: Ice Breakers, a youthful mint and gum brand under the Hershey umbrella, was launching new product innovations including 'Sparkling' and 'Duo.' They came to us at OBF in need of dynamic lifestyle use-case imagery for their e-commerce pages to showcase these new products in real life scenarios. Scenarios included studying, playing video games, riding in the car, etc. 
 

To bring Ice Breakers' new product innovations to life, I led idea sessions as Design Director (ACD). My storytelling approach centered on developing a fully realized "Ice Breakers world," complete with unique storylines for each product's use case. Together with the CGI/3D team, we concepted and built vibrant, photo-real scenarios that highlighted the products' refreshing and youthful appeal while aligning with the brand’s identity.

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I focused on guiding the team to create dynamic, high-impact visuals that not only showcased the new 'Sparkling' and 'Duo' flavors but also resonated with the target Gen Alpha and Gen Z audiences.

 

The project's success led to an expanded scope, with our team tasked to apply our imaginative approach across Ice Breakers' entire product range, ultimately delivering lifestyle imagery for approximately 50 SKUs of mints and gum.

Role: Concept Development | Creative Direction | Design Strategy | Storytelling | Collaboration with CGI/3D Team

 

CD: Ross Jacobs
Design Director (ACD): 
Angela Renai Comer
CGI/3D Artists: Mikaela Strayer,
Jamie Bambach

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Agency: Olberding Brand Family