wonder chew
Brief: Create a 20 second ad for a product that doesn’t exist, with only two hours to shoot the video & audio.
Project: Inspired by retro advertisements and the whimsy of Willy Wonka, we bring you: Wonder Chew — the gum that does it all.
How do you advertise a product that doesn’t exist? First, you create one. After bouncing around dozens of wild ideas, our team landed on a playful, slightly absurd concept: a chewing gum that also works as a toothbrush. At first, I wasn’t totally sold — but when our Creative Director, Cati, sketched out the storyboard, I immediately saw the potential and got excited to dive in.
Cati and I collaborated closely to organize the production. We created the shot list, compiled a detailed prop list, and helped build the moodboard to guide the visual direction. On the day of the shoot, I managed our tight two-hour window — making sure we captured all the product and model shots, recorded the voiceover, and even had time to sneak in some spontaneous shots that ended up being key moments in the final cut.
Even though this wasn’t a real product, it turned out to be one of the most gratifying projects of my Master’s program. What did I learn? The power of working with a truly visionary Creative Director, someone who can communicate an idea so clearly and passionately that you can’t help but want to make it happen. This project helped me realize how much I love managing creative work: being the organized, timely presence that helps transform a big idea into something real. What sealed this project: the amazing talents of Afza who designed and created the Wonderchew gum packet to bring the product to life.
Role: Assistant Director & Producer
Team Members: Afza Desai, Caterina Staino, Maria Camila Camargo & Sebas Ayala