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 imagery targeting Gen-Z for e-commerce and social to showcase these new products in real-life scenarios such as studying, gaming, and driving.

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To bring Ice Breakers’ new innovations to life, I led idea sessions as Design Director (ACD). My storytelling approach centered on developing an “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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During early brainstorming, I incorporated AI tools such as Midjourney to visualize lighting, materials, and environment possibilities for each flavor world. After the final stills were completed, I extended this exploration using Higgsfield, generating a short AI-based motion study to illustrate how fog, lighting, and camera movement could translate into video inspiration for future client use.

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We created dynamic, high-impact visuals that not only showcased the new Sparkling and Duo flavors but also resonated with Gen Alpha and Gen Z audiences.

 

The project’s success led to an expanded scope, with our team applying this 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 | AI Concepting | CGI/3D Direction

 

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

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Agency: Olberding Brand Family