Extra Gum - Get Your Ding Back

The Extra Gum ‘Get Your Ding Back’ campaign was all about energy, focus, and transformation. The goal was to visually capture that shift from exhaustion to clarity, creating a high-energy ad that students could relate to. Pre-production was key in designing a visually dynamic story that blended live-action with motion graphics to enhance the "ding" moment. Location choices and lighting design played a major role in contrasting the sluggish, pre-gum state with the sharp, refocused energy that followed. Careful VFX planning allowed us to map out where stylised effects would seamlessly integrate into the action, ensuring the cinematic beats felt natural and engaging.

During production, lighting and camera movement were used to emphasise the transformation. The early scenes featured cool-toned, low-energy lighting, setting the tone for fatigue, while the moment of clarity was marked by a dynamic shift in warmth and vibrancy. Clever speed ramping and slow-motion shots made the transition feel heightened and impactful, drawing the audience into the sensation of getting their “ding” back. Motion graphics and animated text overlays reinforced the campaign’s fun, youthful energy, while carefully designed visual effects gave the video a stylised, modern edge. Every detail, from snappy editing to sharp sound design, worked together to make the shift feel instant and energising.

In post-production, the team focused on refining the flow and pacing to ensure the cinematic lighting shifts, motion graphics, and FX felt seamless. Every moment was fine-tuned to create a visually striking, high-energy final cut that immediately grabbed attention. The campaign successfully positioned Extra Gum as the ultimate brain-boosting ritual for students, reinforcing the idea that a simple habit can spark a noticeable change. The final video delivered a slick, bold, and engaging piece that reflected Extra Gum’s vibrant brand personality while keeping the audience entertained from start to finish.