Creative Brief
Why are we advertising?
To reposition Orbit as a go-to emotional reset—a small, refreshing moment that helps teens steady themselves during daily stress.
Who are we talking to?
Teens (13–17) dealing with awkward, intense, and anxious everyday moments—from failed jokes to flunked tests. They're self-aware, online, and emotionally honest.
What do they currently think?
Orbit is gum. Tastes good. Maybe helps with breath. That’s it.
Creative + AI process
Orbit confronts a simple truth: teens don’t need big solutions, just something small to get through the moment! From awkward silences to quiet spirals, everyday stress adds up. The act of chewing offers a quick reset, it is a chance to pause, breathe, and steady yourself. Through a playful claymation world and relatable storytelling, Orbit becomes more than gum, it’s a quiet companion for life’s in-between moments.
Orbit got you through.
What’s the single most persuasive idea we can convey?
Orbit helps you feel okay when life doesn’t.
What would we like them to think after seeing our message?
“This is not just a gum! It’s my tiny reset button.”
Why should they believe it?
We show real moments they’ve lived through, not fake solutions. Orbit doesn’t fix everything, it helps you get through it.
Ideation → Research → Strategy → Creative Brief → Art Direction → Character Development → AI Generation → Editing → Final Output
Explored teen emotional moments and everyday chaos as creative territory
Built strategy around Orbit as a small reset during stressful situations
Developed a claymation-inspired art direction with soft, expressive characters
Created “Orbit,” a cloudlike character representing emotional states
Generated visuals and scripts through AI iterations
Programs Used: ChatGPT, Freepik, ElevenLabs, Midjourney, Google Gemini, Flow, Final Cut Pro