5Gum’s “Face #Your5” campaign was built around a single idea: Anticipation.
Each 30-second spot features a pulse-pounding moment in a person’s life as they take a risk, give up control, and take a leap into the unknown. It focuses on the countdown—the last five seconds before our hero takes the leap.
This motion graphics treatment makes that experience visceral. The numbers vibrate, jitter, jolt and hum.
As the countdown reaches one, the action cuts to black. We never see the resolution of our hero’s story. Instead, the end title: “Face #Your5.” An in-your-face CTA worthy of the 5Gum brand.