Gum Is Dumb Campaign
A performance launch built around precision and restraint.
Gum Is Dumb Campaign
Gum Is Dumb Campaign
Industry
Automotive
Automotive
ROLE
Product visualisation Launch identity Art direction Digital design
Product visualisation Launch identity Art direction Digital design
Deliverables
Launch film Configurator UI Press assets Product renders
Launch film Configurator UI Press assets Product renders
TIMEFRAME
12 weeks
12 weeks
The Setup
Kicker
THE PERFORMANCE
THE PERFORMANCE
WITHOUT EXCESS
THE PERFORMANCE
WITHOUT EXCESS
The launch needed to communicate engineering precision without relying on aggressive automotive clichés.
The launch needed to communicate engineering precision without relying on aggressive automotive clichés.
Wendrich wanted the GT922 to feel deliberate, controlled, and technically refined rather than loud or exaggerated. Most performance launches in the category leaned heavily on speed, aggression, and visual overload, which conflicted with the product itself. We built a launch system focused on proportion, material detail, surface tension, and restrained motion. Product renders, interface systems, campaign visuals, and launch assets were designed to communicate confidence through clarity rather than spectacle.
Wendrich wanted the GT922 to feel deliberate, controlled, and technically refined rather than loud or exaggerated. Most performance launches in the category leaned heavily on speed, aggression, and visual overload, which conflicted with the product itself. We built a launch system focused on proportion, material detail, surface tension, and restrained motion. Product renders, interface systems, campaign visuals, and launch assets were designed to communicate confidence through clarity rather than spectacle.